An innovative new concept that blends dance, science and self-expression to inspire guests through the power of movement
London, March 20, 2025 –nhow Hotels & Resorts has launched an innovative new concept, dance nhow, change now, designed to inspire guests to embrace self-discovery and transformation during their stays through the power of movement. The initiative debuted at an exclusive launch event this week, held at the brand’s music-inspired property, nhow Berlin. The event featured a keynote talk by UK-based, world-leading dance psychologist Dr. Peter Lovatt, also known as Doctor Dance, who has spent decades exploring the connections between movement, thinking, emotions, and social bonding. The concept will now be rolled out across all eight current nhow properties this spring, as well as at the brand’s newest openings, nhow Lima and nhow Rome, later in the year.
A Transformative Guest Experience
Reflective of the nhow brand, known for offering distinctive, creative, and unique stays, dance nhow, change now is grounded in extensive research in dance neuroscience, neuroarts, and neuroaesthetics. This initiative highlights the profound impact that artistic movement and expression can have on stimulating the brain, reducing stress, and enhancing overall well-being. By integrating these scientific insights into the guest experience, the brand aims to create transformative moments that inspire meaningful, life-changing memories of self-expression. Most importantly, it encourages guests to prioritize both their physical and mental health—the core motivation behind starting this initiative.
Creative Collaborations with Leading Dance Influencers
To bring the concept to life, the brand collaborated with several renowned creatives from various artistic disciplines, including nine diverse international dancers and influencers who appear in the new brand and property videos. Among them are TikTok sensation Noel Robinson, known for his viral street dance videos, and British dancer Will West, who stars in the recently released Wicked movie. Together, they have produced an array of engaging visual content to further amplify the initiative.
A Traveling Photography Exhibition
Paris-based portrait and fashion photographer Daria Senin, renowned for her creativity in capturing human expression, has been one of the driving forces behind the development of the new brand assets. A photography exhibition showcasing Daria’s stunning shots will tour all nhow properties in the coming months, beginning at nhow Berlin, where it will be available for eight weeks starting from the launch date. The creative direction and production of the video series were led by Alexandra Rasmussen of Copenhagen-based production company NG Media.
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Dance Experiences and Events Across nhow HotelsGuests will have the opportunity to engage with the dance nhow, change nowinitiative through a series of experiences and exciting events across all nhow hotels. THIS.IS.EDEN, a silent disco dance experience, will be available for booking at several nhow properties in Benelux and Germany.
nhow Frankfurt’s NFT Skybar — Germany’s tallest rooftop bar — has partnered with the World Club Dome dance music festival to host a series of exclusive afterwork events, featuring top local DJ performances and immersive experiences. These events will take place on the first Tuesday of each month from April to June, leading up to the World Club Dome festival in June.
nhow Milan will host dance yoga sessions twice a month on the property’s Vertigo rooftop, in partnership with exercise accessory brand CAPSULA, along with DJ sessions every weekend.
nhow Rotterdam will host DJ salsa nights on the last weekend of each month throughout the summer, along with a variety of dance parties at the property’s Elvy Gastrobar.
nhow Amsterdam will host Salsa & Bachata Nights at the hotel’s Moana Bar, with four scheduled dates in the coming months.
Meanwhile, nhow Berlin will host two special dance events for women this summer: "Mama Geht Tanzen" and "Tanz Dich Glücklich."
nhow London, the brand’s UK property, has partnered with the renowned dance theatre Sadler's Wellsto offer guests a 15% discount on tickets. These are just a few initial examples of how the dance offerings will manifest across the different properties, with experiences continuously evolving to meet customers' preferences.
Fans and followers can look forward to an exciting TikTok competition this summer, where they can share their own interpretations of the choreography.
nhow is Minor Hotels' disruptive hotel brand, known for its iconic establishments. Inspired by the cities in which they are located and designed by the leading creative minds of our times (Foster+Partners, OMA, founded by Rem Koolhaas, Karim Rashid, Sergei Tchoban, Teresa Sapey and Matteo Thun, among others), nhow is simultaneously a hotel and a creative hub. Each nhow establishment becomes a landmark in its city, a melting pot for creativity.
At a nhow hotel everything is unexpected, thought-provoking and surprising. Every room, restaurant and lobby provide an invitation to meditate, and a call to take action in our lives, as embodied by the slogan #changenhow. Each guest will have their own personal experience with one thing in common: the wow factor! Located in key urban districts undergoing a transformation, the nhow hotels quickly emerge as landmarks for self-discovery and experimentation through 'artivism'. Why wait? The time is nhow.
