Boutique Design - September 2017 - 32
U.S. Secondary MarketS
boutiquedesign.com September 2017
For west elm Hotels' principal David Bowd, the focus is collaboration with that retailer's brand (developer DDK, of which Bowd is
co-founder, has partnered with the retailer). "Our hotels will include
products from existing West Elm and Williams-Sonoma, Inc. collections, along with some specifically designed for that property," Bowd
says. "Each location will also feature a mix of locally made items to
reflect the character and talent of its community, from the exterior
architecture to custom installations, such as locally crafted art and
3 The contrast of white walls,
dark FF&E and vivid art in
Denver's The Maven echo
the layered design narrative
in many smaller markets'
4 Pattern becomes the backdrop in The Maven's elevator
lobby. Wrapping it from wall
to floor draws the eye to
What's NeW: Luxury and upscale lifestyle offers from small flags such as 21c
Museum Hotels, Pendry Hotels and Proper Hotels, and boutique brands within
major hotel companies, such as InterContinental Hotel Group's Kimpton, Red Lion
Hotel Corp.'s Hotel RL and Best Western Intl.'s Vı¯b and Gl¯o brands. Growth in lowerpriced but design-led flags, such as MOXY and TRU by Hilton, as well as extendedstay concepts such as Element Hotels. More interest than ever from soft brands and
collections, such as Marriott Intl.'s Autograph Collection and Hilton's Curio collection.
What's Next: Crossover stars. Concepts like retailer-driven hotels aren't just for
gateways. west elm Hotels' initial targets are all secondary cities such as Savannah,
Georgia, Indianapolis and Oakland, California. Expect to see larger luxury brands such as
SLS and Four Seasons turn their eyes away from NYC and LA to markets such as Seattle
and Philadelphia. Multi-brand campuses will get even hotter as investors look for ways to
generate more traffic in select-service hotels.
What's Up: With the rising costs of living in gateways, more and more people are
choosing lifestyle over location and heading to more reasonably priced midsize cities.
With the threat of a downturn, lower construction costs and smaller properties are
appealing for investors.
What YoU Need to KNoW: Yes, local counts and so does digging beneath the
surface of a city's history. But designers also need to think long-term if they're after repeat
work, and, as these markets grow, that's becoming a possibility for many more firms.
It's not just hot independents that are buzzing. For Nicole Nathan, partner of Denverbased design and architecture firm Johnson Nathan Strohe, the key is keeping her
process consistent, regardless of the design. "What is standard is our pragmatic
approach, which brings functionality to the forefront while enhancing the experience,"
says Nathan, whose firm's work includes The Maven Hotel and The Ramble hotel (set to
open later this year) in Denver, along with an upcoming MOXY in that city.