How to reconcile architectural heritage with contemporary needs? How do new premium-segment hotels impact the attractiveness of MICE destinations? How can sustainability be integrated with the evolving expectations of hotel guests? These key questions formed the basis of a high-level expert debate held at the Mövenpick Grand Hotel Wrocław – a newly opened property in the capital of Lower Silesia. The Poland Convention Bureau of the Polish Tourism Organisation was represented by its Head, Aneta Książek.
The event brought together representatives from the Accor Group, investor and developer Rafin, Poland Convention Bureau at the Polish Tourism Organisation, design studio MIXD, as well as journalists from Poland and abroad. Moderated by traveller and journalist Paweł Kunz, the meeting fostered a collective reflection on how to develop modern hospitality in harmony with local history, culture, and the urban fabric.
Mövenpick Grand Hotel Wrocław
Opened in March, Mövenpick Grand Hotel Wrocław is the second hotel in Poland under this premium brand, part of a global network of over 120 locations across 35 countries, experiencing dynamic growth in Central and Eastern Europe.
The property continues the legacy of the pre-war Hotel du Nord and Grand, significantly enhancing Wrocław’s and Lower Silesia’s profile as a MICE and incentive travel destination while elevating the region’s prestige.
Key takeaways from the debate
One of the core themes of the debate was designing experiences, not merely spaces. As noted by Małgorzata Miernik, Design and Technical Director Poland and Baltics at Accor Group, Mövenpick’s signature daily rituals—such as the Swiss-inspired Chocolate Hour—are integral to shaping the brand’s identity, turning every stay into a unique, immersive experience. Today’s guests no longer seek just accommodation—they crave stories, moments, genuine emotions, and sustainable choices. The concept of guest experience increasingly hinges on small rituals, local touches, and thoughtful design. These elements convey narratives not only of aesthetic value but deeply rooted in local context. Achieving this requires collaboration with partners who understand the nuances of the hospitality sector and can combine creativity with meticulous execution.
Sustainability is one of Mövenpick’s foundational pillars. Since 2017, the brand has been recognised by Green Globe as the world’s most environmentally friendly hotel chain. In Wrocław, exceptional service standards are seamlessly blended with respect for heritage—both in terms of the building’s physical structure and architectural vision. As emphasised by experts during the debate, this approach is pivotal for both sustainable development and architectural excellence.
Design and heritage are only part of the equation. Today’s premium hotels must cater to the demands of a rapidly evolving meetings industry and urban tourism. Located in the city centre, the new hotel opens up exciting new opportunities for the MICE sector and high-end travel.
Aneta Książek, Head of the Poland Convention Bureau at the Polish Tourism Organisation, underlined:
“Wrocław, alongside Warsaw and Kraków, is among the top three destinations in Poland’s meetings market, according to the ICCA ‘Globe Watch Business Analytics – 2024 Country & City Rankings’ report. In 2024, the city welcomed a record-breaking 6.6 million tourists. Today’s event planners are seeking venues that align with ESG standards and offer more than just meeting space—what matters is the atmosphere, authenticity, and social responsibility of the property. Wrocław’s 2030 development strategy is based on quality of life, sustainability, and innovation.”
Read also:
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From the investors’ perspective, delivering on such ambitions involves complex technological and conservation challenges. Grzegorz Rojek, CEO of Grand Hotel, explained:
“After the war, only the external walls of the building remained. All the Art Nouveau details had been destroyed. Restoring the hotel took over seven years. Our aim wasn’t just to reconstruct the structure but to revive the spirit of the place while meeting high brand standards. Increasingly, modern hospitality investments choose the path of revitalisation—not only for aesthetic or locational reasons but also due to the growing value of authenticity. Guests today expect hotels with a soul, not anonymous spaces. Restoring a century-old building in the heart of Wrocław was both a business decision and a tribute to the city’s history and identity.”
Well-designed interiors today must tell a story—of both the brand and the destination. In the case of Mövenpick Grand Hotel Wrocław, this storytelling was realised by MIXD design studio, renowned for its award-winning hospitality projects in Poland and abroad. Piotr Kalinowski, CEO and Creative Director of MIXD, shared insights into the design concept:
“We merged the elegance of Polish Art Deco with modern functionalism and aesthetics reminiscent of early 20th-century Parisian cafés and hotels. The colour palette features coffee, chocolate, and champagne tones. Our goal wasn’t just to create a visually appealing interior, but one that invites calm, comfort, and serenity. Design is no longer a decorative element—it must engage the senses, build a narrative, and create memorable moments. The architecture of premium hotels is increasingly oriented toward harmony—not only between form and function but also between past and future. In designing the interiors of Mövenpick Grand Hotel Wrocław, we sought to subtly reflect the original décor while meeting contemporary aesthetic and technological expectations.”
Experts agree that the modern hotel is no longer merely a place to stay – it is a space for exceptional experiences, inspiring design, and clearly defined values. With 179 rooms, a wellness zone, an extensive culinary offer, and modern conference facilities, Mövenpick Grand Hotel Wrocław strengthens Lower Silesia’s position as a high-end business travel destination.
From the perspective of event planners and incentive travel organisers, this new hotel significantly enhances Wrocław’s competitiveness as a prestigious MICE destination in Europe.
Source: Press release, edited by Jarosław Marciuk, Photos: lubiepodroze.eu, Paweł Jakubowski, #WroclawTheMICEPlace #EventProfsPL #PolandCVB
PolandCvB – Events, Hotels, Venues, Destinations in Poland
Watch the Debate “Architecture of Tomorrow” video on the Instagram profile of the Poland Convention Bureau.
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Between Heritage and the Future. Expert Debate Held Within the Historic Walls of Mövenpick Grand Hotel Wrocław
Mövenpick – premium hotel brand
In 1948, Ueli Prager launched Mövenpick in Switzerland – a revolutionary culinary concept built around enjoying good wine, shared moments, and the joy of life. Today, this same hospitality philosophy lives on in every Mövenpick hotel, where guests are invited to discover the pleasure of life through unforgettable experiences.
With over 120 hotels and resorts across 35 countries, Mövenpick remains true to its Swiss roots and culinary heritage, delivering on its founder’s original vision. The brand is also known for its holistic approach to sustainability, environmental protection and support for local communities. Since 2017, Mövenpick has been recognised annually by Green Globe as the world’s most sustainable hotel company. Mövenpick is part of Accor – a global hospitality leader managing over 5,600 properties in 110 countries. The brand is a participant in the ALL–loyalty programme, giving guests access to a wide range of rewards, premium services and unforgettable experiences.
