MEDIA RELEASE. Your media contacts: Laura-Marie Weiß, Public Relations, 25hours Hotel Company p

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1 MEDIA RELEASE Your media contacts: Laura-Marie Weiß, Public Relations, 25hours Hotel Company p Julia Dziergwa, Sales & Marketing Manager, 25hours Hotel by Levi's p Seite 1 von 17

2 Content Facts & Figures... 3 Hotel facilities... 7 Chez IMA in the 25hours Hotel by Levi's... 9 Design & Stories Architecture Neighbourhood Creative team hours hotels People Seite 2 von 17

3 Facts & Figures 25hours Hotel by Levi's Niddastrasse 58 p Frankfurt levis@25hours-hotels.com Opening: July 2008 Investor / Developer: L.O.F.T GmbH (Frankfurt Property Developer Ardi Goldman and Ronny R. Weiner) Operator: General Manager: Interior Design & Screenplay: Architecture: Location: for Hotel: Rooms: 25hours Hotel Company Andreas Schnürer Delphine Buhro and Michael Dreher, Frankfurt Karl Dudler Architekten, Frankfurt In close proximity to Frankfurt main train station. Optimal accessibility to all public transport systems. Perfect starting-point sightseeing, shopping or trade fair visits. Main train station with U & S-Bahn 200 m, trade fair 1.2 km, airport 15 km 76 guest rooms in sizes M, L and XL as well as bunk-bed rooms. Free highspeed Wi-Fi in the entire hotel, imac workstation in the lobby Chez IMA Restaurant, event area, roof terrace with view of the Frankfurt skyline Andy Warhol Room with bar for the soundtrack of life, free MINI- and bicycle hire, jogging corner, 8 parking spaces behind the building Cool retreats in different shades of blue reflect fashion, art and design from six decades. Free high-speed Wi-Fi, shower, safe, minibar, TV, Sky- TV, LAN-port, ultimate ears boombox, air conditioning Categories: M (21-23 m²), L (25 m²), XL (35 m²), bunk-bed rooms (25 m²) Seite 3 von 17

4 Meeting & Event: 2 event rooms: Freiraum I (65 m²) and Freiraum II (35 m²) with a total of 100 m² area for up to 80 people. Plenty of natural daylight, standard technology and custom catering service. Roof terrace: can be booked for events of up to 150 people. Andy Warhol Room: Let s Rock 'n' Roll! Fully equipped music room with bar. Can be booked for events of up to 40 people. Prices 2017: Gastronomic offer: Room M from EUR 109 per room / night Room L from EUR 129 per room / night Room XL from EUR 149 per room / night Bunk-bed rooms from EUR 129 per room / night 15% reduction for MINI driver, prices incl. VAT and excl. breakfast, Breakfast EUR 18 p.p. Grab & Go breakfast EUR 4.80 p.p. Chez IMA (55 seats) offers soul food with hints of the orient. Breakfast - Lunch - After Work - Late Night. Seite 4 von 17

5 25hours Hotel by Levi's The 25hours Hotel by Levi s is not just another hotel in Frankfurt. The hotel s name says it all and is a sign of the friendship between 25hours and the classic fashion brand Levi's. The original jeans since 1873, the Levi brand is the embodiment of denim fashion. The transition from worker s trousers to must-have fashion item transformed Levi s into a symbol of pop culture. Wearing the brand in his name, Elvis Presley swung his hips in blue jeans, Kurt Cobain died in his 501s and Andy Warhol was probably born in Levi s the connection of the cult brand to the world of music, art and design is not merely a flirtatious one it has been a great love for generations. Whether girls or guys, slim, tapered or flared: Levi s has served up several collections to suit a wide variety of consumer types. The hotel s name with its addition of tailored by Levi's" ("by Levi's for short) is a symbol of the partnership between 25hours and Levi s and refers to the inspiration and support in the design process. The initiators of the project are the renowned Frankfurt property developer Ardi Goldman and Ronny R. Weiner, who giving great attention to detail have created from an unspectacular building a new architectural highlight in the railway district. Every seam and position of every object has been carefully considered and yet the hotel is playful and never deadly serious. Focus is on the clever use of meaningful materials, soft fabrics meet coarse leather and shiny copper. The extraordinary design is coupled with its unique location in Niddastrasse at the heart of Frankfurt s railway district, at the exact point where the colourful lights of the railway district meet the bourgeois Westend. The up-and-coming district is evolving into a colourful potpourri, blending American cultural history with the exciting mix of downtown Frankfurt. With this in mind, the 25hours Hotel by Levi s is not simply a hotel for an overnight stay. There are enough hotels offering the safety of a familiar environment. 25hours wants more, explains Bruno Marti, Chief Brand Officer at 25hours. A 25hours hotel is an unconventional goody bag with a contemporary service and the 25hours Hotel by Levi's reflects this by being a lively meeting place for locals and travellers: cool, colourful and always good for a surprise. Keep up with old contacts here and make new ones, too. Creating an integrated platform, the 25hours allows the people of Frankfurt and guests to meet up and exchange ideas. The hotel s convenient location is especially exciting: the exhibition centre, the river Main and the Zeil shopping street are all just a few minutes walk away. Frankfurt Airport takes about 15 minutes by S-Bahn from the main train station. You couldn t be more central or more international. The 76 rooms are inspired by the history of Levi s jeans and fashion over the last few decades. Each floor has its own particular style, characterised by individual pieces of furniture, lamps, carpets, inlaid carpets and soft furnishings. The only constant: the blue bathroom with red sinks made from natural stone, the red tab in the living room and the forgotten pair of Levi s jeans. Always with free high-speed Wi-Fi and free MINI and bicycle hire. The 25hours Hotel by Levi's is perfectly equipped for meetings and events. With a total of 100 m² of laid-back conference and event space, the roof terrace and the Andy Warhol Room, it has everything you need for productive meetings and unique events. Don t forget good food! The Chez IMA restaurant is all about simple cuisine and new twists on old recipes put together by mothers from different cultures and the creative IMA guys. Diners from Frankfurt and the world can look Seite 5 von 17

6 forward to hand-crafted dishes with a hint of the Orient. Crisp salads with creative toppings, variations on hummus, juicy burgers, popular Freestyle Plates, hot-stone meat and fish and the famous IMA classics. Seite 6 von 17

7 Hotel facilities Levi s stands for jeans and jeans are notoriously casual, comfy and fuss-free. Fits perfectly with the first impressions on entering the hotel! The glass door swings open and the direct view of reception waives any doubt: we re talking creativity with a cool vibe! The desk turns out to be a kind of oversized washing machine, three round windows are backlit by flickering colourful lights. A pair of cowboy boots are right next to it and now serve as the foot of a lamp stand. The friendly 25hours team informally dressed in the popular Levi s workwear, of course ensure you receive a warm welcome. The right-hand side of reception opens into the lobby and the Chez IMA restaurant. They flow into one another, cleverly combining openness and intimate recesses, radiating the haphazard charm of a modern urban community. Dark floors, warm materials, atmospheric lighting and rich colours create a cosy atmosphere, further reflected by photographs adorning the long wall of the restaurant. We feature four photo exhibitions a year, says General Manager Nils Jansen. Our Street-Soul-Gallery showcases photographer from the local area. Because, as with all 25hours hotels, local inspirers are also very important to us here in Frankfurt. Sit on cosy cushions in the two large window niches or take a drink and leaf through one of the books or magazines from off the shelf. It s the perfect place for a spot of people-watching! Every corner is filled with small details and surprising discoveries, clues to the amazing attention to detail that suffuses the entire house. Chairs and easy chairs have a thrown-together look, diners companionably sit together on the long bench and can perpetuate their memories on the soft copper-covered tables. The material is a nod to the copper rivets of the jeans. Although the feeling is homely, the room is still generously proportioned. It is a lively market place for hotel guests, locals and the district s hipsters. During the day, it s relaxed atmosphere is great for conversation and offers enough space and free Wi-Fi for working in comfort. Midday for lunch and in the evening for after-work, pre-clubbing or anything in-between. Speaking of food! Over the top of the counter, diners have a direct view of the kitchen. So, it stays a visible presence without being imposing. The cheery framework of white mosaic tiles lets you feel part of the culinary action. And anticipation for delicious soul food grows! The perfect event duo is also located on the ground floor: Freiraum I and Freiraum II. Freiraum stands for exciting locations and customised events covering a total informal conference and event area of 100 m². This can be divided into two areas of 65 m² and 35 m² for smaller events. And always with: plenty of natural daylight, good design, standard technology and custom catering service. Anything else? Sure! The roof terrace and Andy Warhol Room offer a unique and unusual setting for creative thinking, productive talks and special celebrations. The much-loved Andy Warhol Room in the basement is fully kitted out as a rehearsal room. It is available for hotel guests, budding and genuine musicians or can be reserved for exclusive events. Whether bass or viola, drums or bagpipes, for an audience or alone, this is the perfect place to rock n roll. The house band also holds regular concerts here! Off to the lifts the convenient way to quickly take your luggage to your room. If you want to see something amazing though, take the stairs! Past an original wall design with a creative mix of shirts and past round wall sconces in the form of shirt buttons. Why should a staircase be conservative, simple or even boring? Michael Dreher and Delphine Buhro, the two Frankfurt designers, asked themselves. Their creative response is a great companion piece to the jeans and also refers to outerwear. Anybody wearing a cool pair of strides can look good up top as well!, the two designers are convinced. Seite 7 von 17

8 Over the six floors there are 76 retreats waiting for active spirits with tired bodies. Category M starts with 21 to 23 m², category L has 25 m². The XL rooms with 35 m² are great for longer or special stays. The bunk-bed rooms are 25 m² and are perfect for a sister-brother weekend, for exhibition partners or for anybody who appreciates a little distance. The different shades of blue in the guest rooms reflect fashion, art and design from the different decades of the 20th century. Each floor has its own particular style, characterised by individual pieces of furniture, lamps, carpets, inlaid carpets, pictures and soft furnishings. Checking into the Thirties gives you a sense of how fashion was influenced by the turbulent period of the great depression. Everything had to be functional and people considered jeans to be a robust item of clothing. These rooms feature muted colours and are heavy on Art Deco ornamentation, explains Michael Dreher. Our Forties rooms are styled with an improvised and creative mix of furniture. Those staying in the Fifties are met with kidney-shaped beds and tables, large-patterned wallpaper and a bold mix of colours pink dares to go with peppermint, light green to light blue. The Sixties are influenced by the leap into space, the Seventies gets you in the mood for the hippy culture and combines baroque shapes with paisley decor. The sixth floor celebrates zebra prints and the hot pink from the New Wave era of the Eighties. Our rooms are simply a lot of fun", says General Manager Nils Jansen and reveals: My favourite is room 306 with a jukebox and car headlights as a bedside lamp. As different as the rooms are, they all come equipped with the famous 25hours standards that urban nomads appreciate: ultra-comfortable beds, air conditioning, sustainable toiletries, flat-screen TV, minibar, UE Boom Bluetooth loudspeakers and free high-speed Wi-Fi. All quarters have the same thing in common: blue bathroom with red sinks made from natural stone, the red tab of the living room and, of course, the forgotten pair of Levi s jeans on the coat hook. Perched on high is the spectacular roof terrace of the 25hours Hotel by Levi s. Furnished with lounge furniture, it offers plenty of space for all kinds of occasions, such as open-air cinema, concerts, barbecue evenings or private events. If the weather is fine, the Chez IMA team set up their bar and are on hand for spontaneous rooftop evenings providing thirst-quenching beer and other beverages. Not to be sneezed at and always a breathtaking experience: the view of the Frankfurt skyline. It s great because you aren t just above the rooftops, you re right in-between them, says General Manager Nils Jansen about the special atmosphere. And let s not forget the hotel courtyard a small oasis in the middle of the Bahnhofsviertel, far from the hustle and bustle and noise. You can also eat the delicious Chez IMA food here in fine weather. The courtyard also plays a major role in the legendary Backyard Party, which takes place over a whole weekend every summer transforming the entire hotel into a single party. Seite 8 von 17

9 Chez IMA in the 25hours Hotel by Levi's Chez IMA offers traditional and surprising fare. New ideas based on old recipes. The very best of everything. IMA is the brand for a unique culinary experience. Well-being. Enjoyment en detail. And behind it are James and David Ardinast. Born in Frankfurt, the two brothers have German-Israeli roots and are an integral part of the gastronomy scene. For more than 15 years, they have been setting trends with their style and excellent sense for really great food. With their IMA restaurants, the two of them have not only made a name in terms of cuisine but also as committed advocates of the Bahnhofsviertel location. Their concepts play a significant role in the positive perception of this district, says 25hours Managing Director Christoph Hoffmann happily. The Maxie Eisen project, when James and David Ardinast got together with Berlin s Oskar Melzer serving the people of Frankfurt with New York pastrami specialities, received recognition beyond the German-speaking borders. The fine-dining coup in the Ottostrasse just north of the station called Stanley Diamond opened in May Deliberately planned as a counterpoint to formal fine dining, no need for trepidation here! Sophisticated home-cooking is dished up in an upmarket but relaxed atmosphere, which is also the same principle for the Chez IMA in the 25hours Hotel by Levi s. Here, bankers sit next to creative thinkers, locals next to travellers, trade fair guests next to students. It quickly becomes obvious that Chez IMA is vitality, cooking is an encounter, food is friendship, enjoyment is being together. This fits in perfectly with 25hours, says General Manager Jansen and recognises that James and David Ardinast are drivers of innovation. They think outside the box, are innovative, want to fill a niche and cock a snook against the mainstream. This has been a strength for our co-operation for years. In this way, the Ardinast Brothers realise their life philosophy at Chez IMA: honest cuisine presented by genuine characters. The focus is on exclusive recipes, handcrafted dishes, sauces and condiments. Created and compiled by mothers of different cultures after all, Ima is Hebrew for mother. The two creators believe that precisely because of this long-term success, they need to constantly revise and hone their concept. We want to make a clear statement with Chez IMA and have become more focused over time, says David Ardinast. We constantly refine our menus, they are our brainchildren and thrive on the ideas of our kitchen team. And what's dished up? Everything delicious from all the countries of the world cosmopolitan soul food at its best. The oriental twists are a popular theme. Die-hards worship Chez IMA for the famous Freestyle Plates: A plate of classic hummus, Turki salad, babaganoush, tomato salsa, Çi Köfte, cucumber-mint dip and pita bread. Those who have tried it, can t keep their fingers off it: a mixture of happiness and a little bit of addiction. Also on the menu are market-fresh salads with marvellous toppings and, of course, the weekly-changing specials loudly proclaiming: It s lunch time! Whether cream of red lentil soup, chicken curry, baked cauliflower or fig-cakes with fresh fruit the dishes always set new accents, are healthy, fancy and aligned with many vegetarian or vegan options. IMA classics have blossomed into favourites: IMA s deluxe curry sausage with jambalaya curry and sweet potato chips or IMA s beef burger with cocktail sauce, figs and onion jam, cucumber, tomato and wild herb salad. The hummus signature dish says it all and comes in many attractive varieties: hummus with beetroot, with broad beans, with courgettes and chickpea ragout or perhaps black olives and oriental beef sugo? Our hummus dishes make great starters for sharing, says James Ardinast who studied hotel and restaurant management in Boston. His brother David adds: We feel it s important that food is communicative, everybody should be able to try everything. General Seite 9 von 17

10 Manager Jansen confirms: This is why, for example, we serve meat and fish on a hot stone for small or large groups, it s a genuine experience and great fun. The table culture at Chez IMA is just as relaxed. This authentic convivial manner is typical of the 25hours style. The service is informal and personal. Seite 10 von 17

11 Design & Stories The look and soul of the 25hours Hotel tailored by Levi s is in the strict sense of the term tailored by Delphine Buhro and Michael Dreher. The two freelance artists who created the colourful world of 25hours Hotel The Goldman in 2006, break up the straight floor plans of architect Karl Dudler using a variety of colours, shapes, features and ideas. The Levi's jeans, its history and stories always remain the unifying theme. Delphine Buhro and Michael Dreher worked closely with the Levi s brand, not only studying the material, fashion and history but also its sociological aspects. It quickly became apparent that they did not simply want to cover furniture and accessories with denim fabric. Denim curtains, denim cushions, denim beds there s none of that and Michael Dreher states quite bluntly: A pair of jeans belong on your arse, a denim cushion can t do what a pair of trousers can. Bruno Marti, Chief Brand Office at 25hours also makes it plain: We never wanted to have a profane denim house, more of a homage to the culture and design of the 1930s to 1980s. The designer duo approach the theme of cowboy trousers in an abstract, subtle, associative and nuanced way. Two aspects stand out: the blue of the trousers is referenced in different shades of blue, ranging from azure and indigo to cobalt to ultramarine. The texture of the legendary denim is also repeated in several variations, such as in the textured wallpaper. We more or less zoomed in on the denim material for the wallpaper in the restaurant, picking up on the course texture of the threads. In the bathrooms in the rooms, we then focused on the very fine thread look. Michael Dreher explains the conceptual idea behind it: The idea was to create a stage to bring all the facets and charisma of this piece of clothing to life. We designed the rooms according to the decades, following denim from the 30s right up to the 80s. So, the 76 guest rooms in various shades of blue reference the different range of denim washes that were in fashion over the different periods. Each of the six floors is dedicated to the aesthetics of a different decade from the last century, evoking its own special character through individual pieces of furniture, lamps, carpets, inlaid carpets, pictures and soft furnishings. Our guests love this distinction across the six floors as it takes into account that jeans have played a role for everybody but a different one for each individual, says General Manager Nils Jansen. Laughing, he adds: You can sleep your way up through time with us depending on your mood and preference. This journey through time does not claim to be scientifically sound. Not everything needs to be one hundred percent true. In exactly the same way that the advertising messages of past decades featured a stylised cowboy or biker chicks, a lot of what is presented in the 25hours Hotel by Levi s is deliberately staged. The hotel wishes to evoke feelings and not document history wholesale. The designers play with illusions and associations and thus create something totally unique. Like a perfect pair of jeans, Delphine Buhro and Michael Dreher have tailored an authentic hotel experience for our guests, says 25hours CEO Christoph Hoffmann, casual, urban and unusual. The result is a house that plays with the materials, colours and forms of the iconic jeans but still leaves room for your own interpretation. The fact that every guest can let his imagination run riot is one of the biggest advantages of this approach, says man of the house Nils Jansen delightedly. After all, 25hours is all about having fun, experimenting without instructing. Despite so much variety, all the rooms still feature several common themes: such as the blue bathroom with red sinks made from natural stone the reference to the famous red tab on Levi's jeans, the red tab in the living room. Or funky details such as the rivets on wardrobes, charmingly acting as nail heads. Then there s the Seite 11 von 17

12 leather belt, which turns out to be a quirky way of opening the minibar. We always aimed to bring in a certain tonguein-cheek style or perhaps add a surprising statement, says designer Michael Dreher. The forgotten pair of jeans is a classic touch! Seemingly left behind, the jeans in the typical style of the respective era, hang on a hook and become the star piece in the overall theme. Denim fabric shaped like back pockets with numbers printed on them are next to the door. They re handy because you can secretly leave messages in them, smiles Dreher. Seite 12 von 17

13 Architecture Coming from the main station, the exterior of the hotel looks like three giant cardboard boxes waiting for pick-up. It has what it says on the label, namely Levi s, in all its variations. The renowned Frankfurt architects office Karl Dudler Architekten revamped the gutted post-war building with very clean lines. The exterior demonstrates the minimalist design as clearly as the space inside. Formerly a fur cleaning business, the only things to survive in the old and rather unassuming building are its beautiful terrazzo staircases and banisters. Karl Dudler, a freelance architect since 1986, has been running his own office in Frankfurt since 1992 and represents an architectural concept that revolves around two poles: body and space, i.e. the creation of spaces and the design of bodies that limit the room. These two acts are the basic requirements of building", notes the native Swiss and continues: The architectural aim of our work is to render the importance and strengths of a physical, clearly articulated typology in the appearance of the building and interior spaces in the highest possible terms, Dudler sums up. A claim that found approval at a very high level because no sooner had the denim-blue paint dried than a few weeks after opening the 25hours Hotel by Levi s was voted Hotel Property of the Year The jury paid tribute to the hotel with its successful and future-looking approach to architecture, design, efficiency and sustainability. Seite 13 von 17

14 Neighbourhood Niddastrasse 58 is in close proximity to Frankfurt s main railway station, at the interface between the colourful lights of the Bahnhofsviertel and the bourgeois Westend. Public transport is therefore within easy reach of the 25hours Hotel by Levi s, making it ideally placed for nearly all of Frankfurt's attractions. The Frankfurt Bahnhofsviertel, formally the fur district of the city, is now a lively, international area not just lit by white light. 25hours and Levi s have no fear of contact with the diverse and vibrant neighbourhood and set a flamboyant sign for an up-and-coming district. The property developer and creative investor Ardi Goldman was especially intent on translating cosmopolitan diversity into architecture that people will love and want to live in with the 25hours Hotel by Levi s. When I can change things, I like to do it where there s life, says Goldman and draws a parallel to his commitment in Frankfurt s Ostend district: It was like that in the Hanauer Landstrasse, it s not different here in the Bahnhofsviertel. I don t mean a complete change, just rediscovering a district. The district already has its own head", confirms General Manager Nils Jansen. The atmosphere is neither chic nor spick and span, it s edgy and lives from the special blend of different milieux, cultures and nationalities. What s been going on in the creative, restaurant and bar scene is also incredibly exciting. It s great that our hotel is in the thick of it. Confirmation that the Bahnhofsviertel has changed has even been given by the venerable New York Times in its 52 Places to Go in 2014, placing Frankfurt at No. 12 no other German city was included. It specifically praises the rapidly-evolving Bahnhofsviertel and even gives the Maxie Eisen from the Ardinast Brothers a mention. An accolade that pleases us too, says Nils Jansen, after all, our Chez IMA restaurant is also in the hands of James and David Ardinast. Seite 14 von 17

15 Creative team The interior design of the 25hours Hotel Frankfurt by Levi s was developed by Delphine Buhro and Michael Dreher. The concept and furnishings were discussed in depth with the investor, developer and creative mastermind Ardi Goldman. A creative force since 2006, Buhro and Dreher were responsible for giving the 25hours Hotel The Goldman on Hanauer Landstrasse in Frankfurt its distinctive face. The three have been working together for years and are a wellcoordinated team. Michael Dreher Michael Dreher was born in Aurich (East Friesland, Germany) in He originally trained as a goldsmith before studying sculpture. In the early 1990s, he attended the Offenbach University of Art and Design renowned for its arts and crafts. A native of East Friesland, Michael Dreher s work is displayed in the MMK Museum für Moderne Kunst and he also helped develop the design for the chocolatiers Bitter & Zart and the Revolver Verlag bookshop. As an interior designer, the concept artist always aims to emphasise the uniqueness of the space. He delighted in this point of view when staging the hotel rooms in the 25hours Hotel by Levi s. He is a passionate hunter of special pieces that always have their own power of expression. In this sense, guests are not entering a hotel room, they are entering a staged scene that triggers associations or memories. Delphine Buhro Delphine Buhro is a child of the 70s. She actually wanted to be a speech therapist but instead trained as an interior decorator and studied painting at the Offenbach University for Art and Design. Buhro made a name for herself in the design of retail spaces and restaurants. The Sansibar in Frankfurt is one of her designs and she also shaped the brand image of the George Gina & Lucy fashion label. As a freelance artist, she worked with the sculptor Michael Dreher taking creative responsibility for two 25hours hotels in Frankfurt. For the 25hours Hotel by Levi s, Delphine Buhro sourced genuine articles of craftsmanship and tradition, roaming through six decades of fashion, design and music from the last century and staging them in an endearingly innovative way. Buhro represents innovative interior design and together with Dreher was awarded the European Hotel Property Award for the 25hours Hotel by Levi s and nominated for the FSO 2008 architectural prize. Seite 15 von 17

16 25hours hotels 25hours is a young hotel concept that seeks to find contemporary answers to the needs of an urban, cosmopolitan style group following the example of the traditional hotel. The 25hours brand is currently focusing on German-speaking countries. Hamburg has three 25hours hotels and two bespoke hotels are located in Frankfurt. The 25hours Hotel Bikini Berlin enriches the hotel scene in the German capital, Austria has the 25hours Hotel near the MuseumsQuartier in Vienna and Switzerland has the 25hours Hotel Zurich West. The dynamic group has ambitious expansion plans: by 2018, there will be houses in Munich and Zurich (both 2017) as well as Dusseldorf and Cologne (both 2018). But the views from other countries within Europe is also proving to be exciting: The wish-list includes cities such as Barcelona, Copenhagen, Rome, Venice, Florence and Istanbul. 25hours made quite a stir in 2003 as one of the first young and affordable design hotels and now positions itself as a creative alternative to the boring old sameness of the chain hotels. The operating company 25hours Hotel Company was founded in After three successful years of running the 25hours Hotel Hamburg No. 1 (which opened in 2003), the company was established to further expand the popular lifestyle and design hotel concept. The 25hours Hotel Company develops and operates the design and boutique hotels under lease, hybrid or management contracts. The parent company is headquartered in Hamburg and subsidiaries for operating the relevant hotel units in Hamburg, Frankfurt, Vienna, Zurich and Berlin. Seite 16 von 17

17 People The 25hours Hotel Company was founded by the shareholders Stephan Gerhard, Ardi Goldman, Christoph Hoffmann and Kai Hollmann who run eight hotels today. The 25hours Hotel by Levi's and the 25hours Hotel The Goldman are managed by a passionate local team under General Manager Nils Jansen. Born in Stuttgart, Stephan Gerhard has all the good Swabian values necessary to help him in his entrepreneurial activities. He knows the international hotel industry like no other. He established the Treugast Solution Group in 1985, which is one of Europe s leading consultant agencies for the hotel, gastronomy, tourism and leisure industries. With the umbrella company Solutions Holding, Stephan Gerhard is a shareholder in the 25hours Hotel Company and he acts as a partner and consultant for 25hours in a forward-looking and highly promising niche sector of the hotel industry. Ardi Goldman is well-known in Frankfurt as a district director. With a wide-range of projects, he repeatedly renders cosmopolitan diversity into a liveable and lovable architecture that still takes end users seriously. Besides pure development of real estate, Goldman also has a declared goal of reviving the club and restaurant scene. Having lent his name to the 25hours Hotel The Goldman and developed both of the Frankfurt hotels, Ardi Goldman is a key figure in Frankfurt. Goldman gets his inspiration from urban spaces and is heavily involved in the implementation of his ideas right down to the last detail. The boundaries between pleasure, construction, design and art blur in the process. With the Fortune Hotel in Hamburg (Gastwerk Hotel Hamburg, the George Hotel Hamburg, Superbude St. Pauli and St. Georg, 25hours Hotel Number One), Kai Hollmann runs four of the most internationally-renowned and successful lifestyle hotels in different segments. The visionary and equally successful implementation of those hotels won Kai Hollmann the Hotelier of the Year Award in With 25hours, Hollmann created a hotel that answers to the needs of creative cosmopolitans who do not compromise in their devotion to aesthetic trends but also attach importance to affordable prices. Christoph Hoffmann, CEO and shareholder of the 25hours Hotel Company is also responsible for the development and expansion of the 25hours hotel group. He assesses hotel locations with enthusiasm, a boldness and the necessary light-hearted touch and develops bespoke hotel products with local partners for urban nomads, daydreamers and night owls who are seeking something different in the grey wastelands of the city. Christoph Hoffmann is a sales and marketing specialist and grew up in south Germany. Hoffmann first cut his teeth in the hotel business in the American Colony Hotel in Jerusalem. Hoffmann has held senior positions at New World Travel Inc. in New York, at Kempinski Hotels and the Bürgenstock Hotels & Resorts (Leading Hotels of the World) in Switzerland as well as the small, fine Louis C. Jacob Hotel in Hamburg (Relais & Chateaux). Seite 17 von 17