M101 Holdings has partnered with Hasbro to launch a Monopoly hotel, Monopoly Mansion by Sirocco. The new hotel will be located in Kuala Lumpur, housed at M101's second development, M101 Bukit Bintang, and is scheduled to open in 2019.
The overall look and feel of the hotel will reflect a 1920s Gatsby feel, going back to Monopoly's origins. It will also boast thematic facilities, bar and restaurants. In a statement to A+M, Dato’ Seth Yap, CEO of M101 said Monopoly can be turned into an "elegant product" instead of the original green board game.
"Monopoly is a very established and recognisable brand. In line with M101’s property Tourism business strategy, we are working with the Monopoly brand as it enables us achieve vertical market penetration," he said.
Yap added that the company had many ideas for cutting through the clutter in the hotel space with Monopoly Mansion. This includes designing hotel room keys to mimic the property cards in the board game, and rewarding customers who collect the property cards with free merchandise and free hotel stays, for example. M101 also plans to turn the amenities kit into an exclusive, seasonal item, in order to make the consumer experience more fun and exciting.
"However, we don’t plan on taking too much of the Monopoly brand and placing it everywhere in the hotel. We just want 'a kiss of the brand," Yap said. He added that more importantly, M101's aim is to understand the brand DNA of Monopoly and find interesting nuances which can be implemented into the hotel through creative ways. This is in a bid to improve the guest experience.
He said that the Bukit Bintang area has been Kuala Lumpur's most prominent retail and entertainment belt. Very much like Monopoly, which had various versions of the game available on different gaming platforms, the area has experienced various transformations to keep the attractions current.
M101 did not comment on A+M's queries about working with PR, creative, media agencies for the launch of the new hotel.
YB Dato' Seri Mohamed Nazri bin Abdul Aziz, Minister of Tourism and Culture Malaysia, said M101’s strategic partnerships with brands such as Hasbro will create a new lifestyle experience to help boost the industry needs. He also said that he's "very proud" to see the continuous efforts by local talents such as M101 in breaking the norm of the industry, and setting new and exciting benchmarks with the Monopoly Mansion.
"Monopoly Mansion will bring to life the childhood dreams of many as guests at the hotel are offered the opportunity to be fully immersed in Monopoly’s story," he added.
“We are proud to work with M101 to open the Monopoly Mansion by Sirocco in Kuala Lumpur and we are excited for Monopoly fans in Malaysia and all over the world to experience the brand in a new way," Jonathan Berkowitz, SVP Hasbro Gaming, said.