Spending the night in a former rice warehouse: the John & Will Silo-Hotel in Bremen's Überseeinsel district
Überseestadt (New Harbour District)How the new Silo-Hotel has become a beacon for tourism in Bremen
The grounds of the former Kellogg's plant is still a patchwork of construction cranes and building sites. However, the district in which the air was once filled with the aroma of freshly baked cornflakes will soon be transformed into a vibrant urban neighbourhood where living, working and leisure time all blend together harmoniously. The Überseeinsel is just a stone's throw from Bremen's historic city centre on the banks of the glittering River Weser. It is also one of the largest and most important urban development projects in Germany and is in a constant state of flux.
Since the first of August 2024, the Überseeinsel has a new hotel, but it's not just any hotel. The John & Will-Silo Hotel by Guldsmeden has welcomed its first guests in a converted rice silo once owned by the cornflakes manufacturer. This imposing building, which still carries the iconic Kellogg's logo on its roof, not only embodies the industrial heritage of this site but links it to the vision of a contemporary city district. The hotel's name, "John & Will", is a tribute to the founders of the well-known cornflakes brand: John and Will Kellogg.
"We think of the John & Will hotel as a part of a greater vision for the Überseeinsel area", said the hotel's Director, Babette Kierchhoff. And this has already proven to be the case, only a few weeks after its opening: the hotel has the potential to become a real magnet for visitors to the city. As Kierchhoff was proud to relate, "We already had an occupancy rate of over 90 percent on two occasions in August".
Exotic carpets and the Bremen skyline
When you step into the hotel, it is immediately obvious that it is a really special establishment. A modern sculpture of the Town Musicians of Bremen, made of recycled materials, welcomes guests into a stylishly furnished and inviting lobby. The brightly coloured chandeliers which are a characteristic feature of the Danish Guldsmeden chain (a 50 percent owner of the John & Will hotel) bathe the room in a warm glow and are matched by the antique Moroccan rugs that decorate the walls. Comfortably upholstered seating tempts guests to linger here, while the bar, which also acts as the reception, serves hot and cold beverages at any time of day or night. This is a place where guests and locals alike can gather to relax at the end of the day and enjoy the hotel's unique ambience.
That said, the real highlight of this establishment only reveals itself when you reach the upper floors. Whether you choose the "Lütt Stuuv", the "Grode Stuuv" or even the "Toorn Stuuv", as the round and semi-circular rooms and penthouse suite are affectionately called in the local Low German dialect (Plattdeutsch), they offer an incomparable view of the Bremen skyline. No matter which window you stand at, you'll see the River Weser glittering in the distance. And if your room looks toward the city centre, you'll even be able to see the spire of Bremen Cathedral. The semi-circular shape and rough industrial concrete walls of the rooms were dictated by the external walls of the silo and it's this original architecture that gives each of them its own unique charm.
And there's something else which might surprise the hotel guests: none of the rooms has a television. After all, who needs a TV when you can relax on the comfortable window seat and watch the sun go down over Bremen? In contrast, it goes without saying that excellent WiFi is available on every floor.
From brownfield site to flagship project
The challenge of transforming a former silo into a modern hotel was enormous. Thousands of cubic metres of concrete had to be removed and new ceilings and floors had to be put in. As Babette Kierchhoff remembered: "Retaining the soul of the structure whilst also developing an innovative design that went far and beyond the usual standards was an important issue for us."
As a result the hotel's architecture doesn't merely reflect the industrial heritage of its location, it also makes a statement for the future. As the Director said, "We wanted to show that well-considered architecture can make a contribution to enhancing and revitalising an entire district".
"We don't believe in green washing"
Sustainability plays a major role for Überseeinsel as a whole and for the John & Will hotel in particular. From retaining the basic structure of the silo to the use of eco-friendly cleaning materials, sustainability is always a consideration. "We really want to embody what sustainability really means. We're just not interested in green washing", stated Kierchhoff emphatically. The materials used in the interior spaces, such as the Moroccan rugs in the bar and reception areas, already have four or five "lives" behind them and now, freshly refurbished, they bring their own unique stories to the atmosphere in the hotel. And even the concrete that was removed from the silo will be given a new lease of life. As the hotel's Director disclosed, "We've actually saved some of it". "Once the district is finished, we'll be able to use some of the blocks to make tables or benches."
The way the hotel uses energy has also been implemented with sustainability in mind. Modern heat pumps, using water from the Weser for cooling and heating, photovoltaic systems and wind-generated electricity all play a role in a comprehensive energy supply system that not only protects the environment but will also reduce costs over the long term. "We wanted to ensure that the hotel can be run as autonomously as possible", explained Kierchhoff.
A particular example of this can be found in the hotel's fitness studio. All the equipment is made of wood and is operated entirely by human physical movement. "The treadmill and the other equipment doesn't spend the entire day on stand-by here", said the Director.
Short paths and close cooperation with neighbours
As Kierchhoff well knows, the spirit of sustainability extends beyond the hotel's concrete walls. "We work closely together with our neighbours in the hospitality industry", she explained. For example, the hotel shares its building with the Vitaminlager, a vegan restaurant that sources its products from regional producers. As John & Will doesn't have its own catering provision, this is where hotel guests come to enjoy breakfast or an evening meal. And if you'd like to try something different, you're sure to find what you're looking for at the Reishalle across the road. Underneath the floors of offices occupied by the Brüning Group, which relocated to the Überseeinsel from Fischerhude in 2023, with the help of Bremeninvest, the Zio Manu di Napoli pizzeria, the Bremer Braumanufaktur brewery and Brünings Scheune farm store offer a wealth of culinary diversity.
"If you're planning an event at our establishment, you can ask the Vitaminlager, Zio Manu or the Hopfenfänger restaurant to provide the catering,", explained Kierchhoff. "We'll then handle all the necessary communication with them. Beer will be supplied directly from the Bremer Braumanufaktur brewery, just across the street. We firmly believe that short paths are the best and take care to ensure that our supply chains are as environmentally friendly as possible." This also means placing orders with local or regional companies and working with neighbouring restaurants to organise communal purchasing.
Smells like Team Spirit
Kierchhoff believes that close cooperation in an atmosphere of trust and respect is also particularly important for the in-house team at John & Will. According to the Director, when it came to selecting employees, the focus was on more than just their professional expertise. "I'm more interested in the person themselves rather than what they have done previously." This approach doesn't just promote the sense of togetherness within the team but also helps everyone take pride in their work and in the company as a whole.
Having flat management structures and collective responsibility are the be-all and end-all of this. "We are a single team. Every single person makes a contribution to the success of us all", she emphasised. Only first names are displayed on staff name badges and everyone treats each other as friends and equals. "This is where the Danish feel of the Guldsmeden hotel chain can clearly be seen", stated Babette Kierchhoff. This philosophy is reflected day-to-day in the way that each employee gets actively involved in the work, no matter what their position.
Even the way decisions are made is influenced by this cooperative working atmosphere. "We hold regular meetings at which anyone can air their ideas and make suggestions," explained Kierchhoff. These open methods of communication mean that we can react to challenges and find solutions together quickly. "It is important to us that every employee feels themselves to be part of the whole and that their opinion really counts. Our working relationships are relaxed. Everyone should feel that they are a part of the whole."
The John & Will hotel: a place for everyone
According to the hotel's Director, the people of Bremen should also feel they are a part of this whole. As she explained, "We would really like Bremen's citizens to regard the John & Will as their hotel". "They should feel at home and enjoy coming here. It goes without saying that we treat our guests as friends [using "Du", the familiar form of address in German] and have only had positive experiences with this approach so far." This connection to the city is as important for the hotel as it is for the people who live and work here.
The John & Will Hotel views itself as an integral part of Bremen. It aims to be a place where people can meet, a place that's open to everyone, whether they live and work in the Überseeinsel or whether they're just visiting. The lobby, with its 24/7 is the ideal place to spend a while and relax. The spacious events room with its panoramic views of the Bremen skyline can easily be adapted to suit private celebrations, business events or cultural performances. In conclusion, Kierchhoff was happy to state that "we regard the John & Will as a place in which people can meet up with each other and where new ideas can come to life".
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