Boutique Design - May 2017 - 33
Big-brand flags in this sector are borrowing a
page from their boutique brethren to up their
design ante. The goal: Stand out from the
crowd and grab more market share.
BY MAT THEW HALL
THERE ARE NOW more than 700 Hilton Garden Inns (HGI) around
1 Compact yet versatile, the retail
space within Hilton Garden
Inn's just-released "Magnolia"
prototype can also be retrofitted
into the brand's existing North
COURTESY OF FRCH DESIGN WORLDWIDE (HILTON GARDEN INN RETAIL SPACE); COURTESY OF HILTON (GREENLE AF );
IVAN BIDE AC (ZEFF ); COURTESY OF PUCCINI GROUP (FU, R AMOS); COURTESY OF GENSLER (KUROK AWA)
the world. So, when the brand recently unveiled plans for a new set
of six region-specific design prototypes for development targets
across the globe, it served as a telling barometer of the higher design
quotient that's becoming the norm in this once ho-hum sector.
The new HGI prototypes-all bearing a flower-inspired
name-were created to help propel the brand's expansion. "Hilton
Garden Inn is on a strong growth trajectory and expanding its
global footprint to new countries each year," John Greenleaf, HGI's
global head, told Boutique Design in an exclusive interview in the
aftermath of the prototypes' unveiling. "To accommodate this
global growth and to meet and exceed the needs of developers
and guests, we are evolving our approach to prototypes."
HILTON GARDEN INN
MAY 2017 boutiquedesign.com