25hours Hotel Frankfurt by Levi's

Frankfurt

As an important commercial and financial center and the headquarters of numerous businesses and banks, Frankfurt symbolizes the economic success of a Germany deeply affected by its troubled history. Once almost totally destroyed by allied forces’ bombs, nothing today recalls the traumas of the past. Like the Phoenix, Frankfurt on the Main seems to have been reborn from its ashes. Rebuilt in a resolutely modern style, glass towers and skyscrapers form the contours of its landscape, giving the metropolis a Manhattan type atmosphere. Far from being merely an important financial center, Frankfurt has conserved a great many of its oldest traditions. As a city of contrasts, life at the foot of the towers plunges the visitor into a peaceful, middle class pre-war universe. Around the Römerplatz and the town hall, the traditional facades of half-timbered houses open onto the Paulskirche church which received the first freely elected parliamentary assembly in German history. Once a land of coronations of kings and emperors of the Holy German Empire, the city has been a cultural center since the Middle Ages and continues to be to this day. Fairs have always been a part of the city’s history, and even Goethe celebrated their popularity. Thousands of visitors are drawn here annually by fairs such as the Frankfurt Book Fair.

There’s nothing better than a pair of jeans

It’s difficult to separate this building from the cardboard package in the center of Frankfurt’s business district. Sprung from the imagination of real estate promoter Ardi Goldman, The 25 Hours by Levi’s Hotel is playful to say the least. “In the image of a good pair of used jeans, we wanted to create a timeless and comfortable environment”, explains Christoph Hoffmann, CEO of the 25 Hours hotel chain. The result is a denim interior as an explicit reference to the popular American culture of the years from 1930 to 1980, decades that marked the history of jeans which became a functional identity. “The 1980s was an era of individualism with jeans that took several shapes and colors and became a fashion accessory used as a means of expression and self-affirmation”, according to designer Michael Dreher. Spread out over six floors, the hotel’s 71 rooms are designed with jeans ranging from cobalt and sky blue, to indigo and turquoise, with the omnipresent order of the day: There’s nothing better than sleeping in a good pair of jeans!”

Christoph Hoffmann, the hotel chain’s CEO says this about the originality of the concept: “We wanted a hotel for modern business people who are looking for a trendy and laid back place to stay, and I think from this point of view, we’ve succeeded.”