Copenhagen – Homeware brand Menu has revamped its headquarters to include a consumer-facing boutique hotel.
Designed by Norm Architects, The Audo is a hybrid space, comprising 10 guest rooms, a café, co-working space and concept store. Kitted out with Menu’s furniture and homeware offering, The Audo acts as a showroom that ‘reflects the rapidly changing intersection of home, work and hospitality in a single, community-building universe’.
The intimate loft-style hotel rooms feature beds by Dux and unique furnishings from local designers. For example, room six features ceramics by Sofia Tufvasson and Bente Hansen. According to the company, the room designs will constantly evolve, as will the concept store’s theme, while the restaurant will experiment with different gastronomical directions in order to show that visiting The Audo is not a one-time-only experience.
The Audo is another example of how retail brands can enter the hospitality space to reposition their furniture as a service.