Schwan Locke launches brand in Germany

Published on : Monday, July 26, 2021

Aparthotel brand Locke recently welcomed the official launch of its first property in mainland Europe, Schwan Locke. Situated just a few minutes’ walk from the Theresienwiese, the site of Oktoberfest, Schwan Locke features 151 design-led studio apartments.

There is also a complimentary co-working space, gym, coffee shop, retail space, leafy courtyard and craft cocktail bar. Locke’s home-meets-hotel concept aims to put the guest at the centre of the experience, creating spaces that are designed to be lived in in, not just slept in.

Each of Schwan Locke’s studio apartments offer more space than a typical hotel room – featuring fully equipped kitchens, living areas and dining space. The top-end apartment, the Ludwig Suite, takes this concept a step further; with a six-person dining table and custom cocktail bar, plus an expansive terrace with views of over the city.

Designed by interior architecture firm Fettle, Schwan Locke’s design is inspired by the Deutscher Werkbund, which established itself in Munich in the early 20th century. The Werkbund sought to redefine aesthetic standards by combining traditional crafts and industrial mass production techniques, in the belief that high-quality applied art could improve the nation’s quality of life.

Eric Jafari, Chief Development Officer and Creative Director, Locke said in a statement that Schwan Locke marks the first of two Locke openings in Munich, and it is a particularly exciting start for all of us. He mentioned that like other other Locke locations in the UK & Ireland, the team has gone to great lengths to create a space that is deeply rooted in the neighbourhood – where both locals and visitors can feel at home.

He shared that the achievement was a significant creative challenge, but also a unique opportunity. He also stated that Munich is steeped in a rich and diverse history, while also being home to a unique creative landscape and hence the brand wanted to pay homage to the city’s past, while working with disruptive, forward-thinking partners to bring the vision to life.