It sounds like the kind of thing that sophisticated travelers would enjoy, unlike novices like me who like the reassurance of a brand that lets me know exactly what I'm getting. It seems to me that it would be hugely important to make sure that the word gets out to the right travelers and create a buzz. Otherwise it will be a hotel that people won't choose because they won't be sure what to expect - or they might see it online and think "What's that?" It also sounds like it would be more interesting and creative to do from the management point of view. By the way, I've been puzzling over the "NU" in NU Hotel. Is it a cool way to say "New" or does it stand for something I haven't yet figured out?