THURSDAY 13 DEC 2012 3:35 PM


It’s a big, airy room with a glass ceiling, wood floors, exposed brick and sleek tabletops. No, it’s not the Apple Store in Covent Garden, but the common area of Generator hostels’ Dublin outpost.

But in a landscape of hostels all seeking to be the newest and coolest of the bunch, it is may not be enough to simply paint the walls a funky colour. Generator is a challenger amongst the new crop of trendy, visually compelling hostels by integrating its overarching brand structure with the design of its physical locations.

Carl Michel, executive chairman of Generator, says, “We want travellers to instantly recognise the Generator brand.” The chain of six – nearly eight – destination hostels has launched a new website and visual identity alongside a redesign of its physical locations. The upcoming Berlin and Barcelona sites will be the first to feature both a design-led architecture and the new look of the Generator branding.

The 17-year-old hostel chain worked with London branding agency Bisqit and digital agency Grand Parade to revamp the group’s identity and digital product.

“The changes we are unveiling today are about more than just a new logo and website, they signal growth and innovation," Michel adds. "Bold, passionate and full of personality, the brand reflects our contemporary offerings and inspirational portfolio. We see ourselves as the leaders in the European hostel space and this is about telling our story.”