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Moxy Asia Pacific Prototype

The development of a new F&B design and operations strategy for Moxy Asia Pacific, leveraging the strengths and our learnings from the introduction of previous Moxy hotels.

The Prototype was published as an SD package with F&B strategy, consisting of a concise set of guidelines allowing teams to locally adapt this to the food culture of their location, but with clear guidelines on activating the Moxy brand ethos and operating model. Space-wise, this was the tightest of any of the brands in development at the time. Alternative country specifications were developed for Australia and Greater China, the latter of which reached a high level of consistency and scale in an unprecedented timeframe.

Because Moxy design is based on minimal back-of-house space, the F&B elements had to be incredibly efficient and ergonomically sound. This is something that a prototype design is able to detail through extensive development, but a single hotel build in this segment (Select, lifestyle) of hotels is not, due to speed to market and design budget constraints.


Type: Prototype
Scale: Concept, Schematic, DD
Launched: 2019
Standard: Asia Pacific
Scope: F&B Strategy, Project Lead, Design Review & coordination
Lead: Eelco Böhtlingk (As Senior Director, DDO - Marriott Int.)
Interior Design Partner: Animulas, Johan Hovgaard
Food Service Design: Eelco Böhtlingk


Below a growing list of Moxy hotels that are based on this prototype (March 2024).

Bangkok, Thailand
Putrajaya, Malayisa
Kyoto, Japan
Osaka, Japan
Shenzen, China
Nanjing, China
Shanghai, China
Shanghai Hongqiao, China
Shenzen North, China
Xi’an Downtown, China
Seoul, Korea

Prototype Application

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