Portraits of Thomas Taenzer, Dirk Dreyer, Elmo Hagendorf, the men behind Lux 11 Berlin_Mitte


If you want to attract the hottest artists, the hippest actors and the coolest creative types to your hotels, do what Thomas Tänzer, Elmo Hagendorf and Dirk Dreyer do in Berlin: throw open the doors, invite them in and let them run wild.

“Love it or leave it” - this is the slogan for all of Thomas Tänzer's, Elmo Hagendorf's and Dirk Dreyer's hotels. The Weinmeister and The Lux in Berlin takes aim at just about every hotel convention left standing. With the ...

“We don't do hotels - we're in the entertainment industry.”
Exterior view of Lux 11 Berlin_Mitte, Berlin, Germany.
In the lobby of the Lux 11 Berlin_Mitte images reflect the ambience of the streets nearby
The stairwell of the Weinmeister Berlin_Mitte is a Technicolor's tribute to Berlin's street art Graffiti detail of the stairwell at the Weinmeister Berlin_Mitte, Berlin, Germany
These lamps greet guests at the entrance of Lux 11 Berlin_Mitte

... opening of the Weinmeister in July of 2010, Tänzer and Hagendorf recruited Dirk Dreyer, a former DJ and record label talent scout, to apply his talents and experience to managing the two popular Berlin hotels. Located in the pulsating heart of Mitte, the hotels are 24-hour playgrounds for adults that exude a seductive draw for film, music and entertainment crowds. The influence of Berlin's creative scene is felt in many of the Weinmeister’s design details, from floors done by the local street art collective, Paint Club, to the graffiti-splattered front door or the HURTS room, designed by the British pop-synth duo. Photographer Henrik Pfeifer's black and white photographs are exhibited in each of the hotel's 88 rooms. Well-connected in the city's cultural scenes, Tänzer, Hagendorf and Dreyer have set a new standard in Berlin’s hospitality sector with a set of properties that embody modern comfort and high style. “It’s mainly the mixture when I’m sitting in the lobby,” says Dreyer, recalling an evening two weeks earlier when Mando Diao and Juliette Lewis were both staying at the Weinmeister. “I said, ‘Hey, this is it. It’s the band, and they brought their wives and kids, and it’s Juliette Lewis with blue hair eating goulash soup. And there are fashion people around and tourists taking pictures of our graffiti entrance. This is the vibe that we want.’”

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