International spa and wellness consultants The E77 Company are working on a spa hotel in Lithuania designed specifically for millennial customers, which is due to open in late summer 2019.

The Spa Hotel Esé – pronounced ‘essay’ – will be located in the spa town of Birštonas, surrounded by pine forests and the winding loops of the Nemunas River. The town is well-known for its clean air, therapeutic mud and mineral water springs, which will be used for mineral water pools and baths at the spa.

The hotel was previously the Hotel Sonata, which was closed in autumn 2018. Architect Paulius Mirinavicius of studio UAB Milimetras and interior designer Jurgita Masiukaite are working on the transformation of the resort alongside E77, who created the spa concept, marketing strategy, new logo, brand book, spa menu, and restaurant menu.

“This is no ordinary hotel, but a true Insta-hotel,” said Egle Ruksenaite, owner and founder of The E77 Company. “The very first hotel designed for millennials in the Baltic States, it will serve as a point of art – no boring plain walls here.”

The Hotel Esé has been created for millennial families, single millennials and couples, with separate hotel wings for adults-only and for families with children, and will include 40 apartments with kitchenettes.

Automated self-service check-in and check-out for the hotel, electronic entrance to the spa, and smart door locks all cater for a millennial mindset. Guests may check how busy the pool is through screens online, by the entrance to the spa, or inside elevators, and decide when to visit.

The spa will include four treatment rooms, as well as an indoor pool with sauna and children’s pool. A restaurant will include a healthy food menu, and rooms are divided into different themes that guests can select.

“All visitors will have no choice but to take funny or very romantic, or simply inspiring photos and publish them on Instagram with their own story, or their own ‘Essay’, because this hotel will be all about unique stories,” said Ruksenaite.