A new towering landmark in the heart of Johor Bahru, Malaysia — Novotel debuts a new ‘look and feel’ in partnership with SMID. Linbaq Holdings, Accor Hotels, and SMID came together in a collective collaboration for the 314 keys transformation, which resulted in rearranged spaces, decor, and concepts aligned with Accor’s refreshed midscale Novotel brand. A signature hotel experience is envisioned — without standardization — from check-in to check-out — a major development for the brand and a leading approach in the midscale market. As part of Novotel’s new design ethos, the hotel incorporates ideas for a social hub, a feeling of home, and sustainable materials.