SLOW is our brand that aims to implement forward-thinking projects boundary pushing experiences through a more considered and purposeful approach to hospitality.

explore the future of slow hospitality

SLOW is a literal and figurative name, as it’s an acronym for sustainable, local, organic and wise.

SLOW stands for quality over quantity in everything from interior design, to food, to human relations.

A few words for the slow philosophy where we draw inspiration from.

The most well known slow movement is the slow food movement which advocates a cultural shift toward slowing down life’s pace It began with Carlo Petrini’s protest against the opening of a McDonald’s restaurant in Piazza di Spagna, Rome in 1986 that sparked the creation of the slow food movement. Over time, this developed into a subculture in other areas, like the Cittaslow organisation for slow cities. The slow epithet has subse auently been applied to a variety of activities and aspects of culture.

Geir Berthelsen and his creation of The World Institute of Slowness, presented a vision in 1999 for an entire slow planet and a need to teach the world the way of slowness In Carl Honoré’s 2004 book, In Praise of Slow, he describes the slow movement thus: “It is a cultural revolution against the notion that faster is always better. The Slow philosophy is not about doing everything at a snail’s pace.

It’s about seeking to do everything at the right speed. Savoring the hours and minutes rather than just counting them. Doing everything as well as possible, instead of as fast as possible. It’s about quality over quantity in everything from work to food to parenting Professor Guttorm Fleistad summarises the philosophy, stating: “The only thing for certain is that everything changes. The rate of change increases. If you want to hang on you better speed up. That is the message of today. It could however be useful to remind everyone that our basic needs never change. The need to be seen and appreciated! It is the need to belong. The need for nearness and care, and for a little love! This Is given only through slowness in human relations. In order to master changes, we have to recover slowness, reflection and togetherness. There we will find real renewal.

SLOW stands for collaboration that benefits all, environment included.

SET through SLOW is seeking ambitious partners to disrupt the current hospitality and tourism accommodation model – from existing hotel brands to new start up ventures.