2min snip

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Unleashing Flow in Business with Chip Conley

Flow Radio

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Creating Soulful Hotels through Identity Refreshment

Using magazines and five adjectives as an organizing principle, a boutique hotel company was able to create soulful hotels by designing them around unique identities. The guests who fell in love with the hotels identified with the adjectives used in the design, leading to identity refreshment. The company aimed not to run boutique hotels but to refresh identities, tailoring each hotel's experience based on the chosen adjectives.

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