After meeting Baptiste at a friend’s house party in Paris, we reconnected to discuss his plans for renovating his hotel in Marseille, near the famous Vélodrome stadium. Baptiste asked Poincaré Studio to create a fresh hospitality concept for his property, which had not been updated in years.

We began by rethinking the guest flow in all common areas — the lobby, restaurant, outdoor spaces, and ground floor — aligning them with the hotel’s target audience (corporate guests during the week, leisure travelers on weekends) and the local demographic. This approach led to the creation of MELTIN’, a concept built around three pillars: a vibrant restaurant with an outdoor terrace, a convivial co-working hub, and a lively bar designed for both locals and visitors.

From concept narrative and naming to branding, social media framework, space programming, floor plans, interior moodboards, and material selections, every step was conceived as part of a coherent ecosystem. We also developed the F&B programming, recipes, and training modules, ensuring the kitchen team was equipped with practical know-how and new operational rituals. Uniform design, OS&E, FF&E, packaging, and merchandising were tailored to reinforce the brand identity across tactile touchpoints, while a dedicated digital framework allowed MELTIN’ to communicate its lifestyle DNA beyond the property’s walls.