Ruby unveils project in Rotterdam
- Munich
- 11 juin 2024
Articles available in German & English
The Ruby Group, led by CEO and founder Michael Struck, has been at the forefront of redefining the hotel industry for over a decade with its Lean Luxury philosophy. This approach involves automating and streamlining processes in planning, construction, and organisation, making luxury accessible to a broader audience. Since its inception, the fully automated booking and check-in process have been integral components of the Ruby experience, always aimed at providing a seamless guest experience.
"Ruby has been synonymous with streamlined digital processes from the beginning. With the launch of our new website, we've successfully brought the in-person guest experience into the online realm – a pivotal move in solidifying our identity as a digital brand. The new website seamlessly integrates an easy-to-use booking process with our distinct brand experience, assisting users, travellers, and dreamers alike in choosing their ideal hotel or career path", states Daniella Boeken, Vice President Commercial at Ruby.
With the new homepage, Ruby has succeeded in emphasizing the individual design stories and characters of the hotels, setting itself apart from other competitors. Playful fonts and light-hearted illustrations from “Rubynauts” to pink poodles serve as visual representations of Ruby's brand identity. These elements harmoniously complement a compilation of images showcasing the interior design and evocative snapshots. The meticulous attention to detail, evident in the digital design, mirrors the commitment found in every physical Ruby Hotel. Additionally, a simplified and more intuitive menu structure acts as a digital guide for users. The new website is powered by the Craft Content Management System (CMS), selected for its adaptable modular structure. It has been custom programmed by Workmatrix to meet the specifications of Ruby.
"Our challenge was to create a digital environment mirroring the distinctive Ruby brand. Our goal was to seamlessly bridge the gap between the physical and digital experience, such as merging the rich colours of the lobby and bar with the light ambiance of the signature hotel rooms. This ultimately delivers a cohesive and immersive brand experience," explains Mark Toonen, Sr. designer at Moodley.
The first stage of the website relaunch has been executed successfully, delivering visitors a captivating initial interaction with the brand online. Continuous improvements in both content and technology, such as the introduction of a new booking engine to streamline and expedite the reservation process, are scheduled for release in the upcoming months. Furthermore, the website will soon allow users to directly book groups and events of a specific size.
