Hotel Goes on Tour. There's Something We've Never Heard Before

Looks like Brian Collins' brand experience manifesto has made converts in the Parisian hospitality industry.

Hotel chain F1 (formerly Formule1), which targets tourists between 18-35, is promoting its "new generation" brand with the Crazy Room Tour. Bearing the slogan "Tu dormiras plus tard!" (roughly: "You'll sleep in!"), the tour will hit 18 cities with branded deejays, video games and group activities.

Click "Photos/Videos" on the website to see the Crazy Room Tour at La Defense, Paris. Coordinators in orange engage dazed children and parents in what appears to be a game of Simon Says. Amidst the photo-taking and garish outfits, curious Parisians can explore the F1's cutting-edge amenities in prefab bedrooms. (Eekgads, striped sheets! It's all very *crazy.*)

Thanks Influencia for pushing this our way.