crowd of people in colour throwing festival

JO&JOE Brand

THE game-changing Open House experience in travel

Interior Design, Brand Experience, Brand Co-Creation
Dependent on Location
large french bulldog graphic on a plywood wall with white blowup beds on the floor

PENSON bring energy and innovative reinvention to the world of hospitality with new brand JO&JOE. Renowned for creating game-changing brands that generate huge customer experience, PENSON co-created JO&JOE with Accor Group in 2016 to disrupt the economy hospitality model. It's the first new brand in a number of years for Accor Group, so PENSON envisioned a new physical and branded experience for JO&JOE to offer a fresh take on the hospitality interior design, dining, service, ethos, values, and customer experience.

JO&JOE embraces a liberated and rebellious approach to deliver new emotions for its guests, as well as enabling the required benefits on practicable, operational and investor levels.

pop up social areas
iconKit of Parts Concept

A hybrid hospitality concept, JO&JOE is a mind-setter, life-enhancer and journey-maker where the interiors are shaped by the guests to generate their story, their vibe and their experience. 

JO&JOE's sleep around 200-400 people depending on location. Every hotel uses a cashless card system, so no hunting around for cash or a credit card left in the room. The JO&JOE card has multi-way access to the lifts, your room, food and drink, as well as access to other guest areas of the hotel.

The social areas reserved for booking guests are aptly named ‘Happy House’ and include a kitchen and chill-out zone. These areas are located on the top floors of hotels in order to deflect any noise away from the bedrooms below. Social areas on the ground floor are accessible to guests, locals and visitors to encourage chit chat and spontaneous get-togethers.

With various sites already completed, JO&JOE has quickly become a game-changing Open House experience in travel for millennial-minded guests.

Game Changing reinvention

Global roll-out by PENSON is underway

yellow multistory building
iconJO&JOE Architecture Concept


For PENSON, budget accommodation shouldn’t mean a compromise on expectations and great comfort. It definitely shouldn't equal boring. We took JO&JOE as an opportunity to go wild and design something unexpected. You never know what you’re going to discover behind a closed door.

Sleeping at JO&JOE comes in all shapes and sizes, with private and shared rooms emphasising the hybridity between the hotel and hostel-style accommodation. The corridors to rooms start the unexpected journey for guests, often featuring large murals, neon lighting or optical illusions.

‘Together’ rooms are dorm-like areas that sleep up to twelve people and cater for large groups or individuals wanting to share. These rooms feature ‘room-within-a-room' bespoke modular beds designed by PENSON to give guests privacy. High wooden partitions and blackout blinds give the modular beds a personal ‘pod’ feel.

‘Yours’ rooms are private hotel-style guestrooms for two to six people with ensuite – to cater for smaller private groups, including families. ‘Cabins’ are cool spaces offering private individual lockable cabins within larger rooms and have access to communal washrooms.

The dream-world of the ‘OOO’ (Out of Ordinary) rooms are super surreal because of the variety of eclectic art covering the walls and ceilings. These are private hotel rooms with far-reaching views of the locale, complete with a private ensuite.

Each bed has everything the discerning traveller needs - USB charging ports, reading lamp, high-quality linen and an oversized bed for stretching out in. All bedrooms have access to Happy House floors and all bathrooms include toiletries as standard.

‘Hotel, Hostel, Home’

LA Times

When PENSON design ‘hospitality’, we don’t behave like designers. We turn things on their head, put things on wheels and adopt the mentality that we're creating an unforgettable party, not only a hotel or a bar.

We are highly creative innovators who make life more fulfilling and social and deliver it all in one holistic experience. We helped Accor Group create the brand, redefine the customer experience, re-position the ethos, establish the game-changing values, and of course, generate the Interior Design.