Boutique Design - September 2017 - 53
A bold new generation of unflagged
hotels is celebrating its independence
with a revolutionary take on hyperlocal design and a cool kids-only
attitude to marketing.
BY oriana lerner
Hotel guests are cHasing a new thrill-the
adrenaline rush of unearthing a hidden gem. Forget
about feeling "smart" by surfing hot lists for today's
most noteworthy independent and small-chain
hotels. Now, travelers want to feel like finding out
about under-the-radar places to stay is a genius
moment. Whether it's an intimate 18-room hotel in
London's Covent Garden, a hotel in Tasmania that
invites guests to live out the area's rugged history via
its visuals, or a New Mexico newbuild that pays
homage to an ancient people, designers need to
create strong visual identities that will catch the
attention of early adopters.
1 Natural forms inspired this
quirky focal point in Tasmania's
MACq 01 hotel. Seating in the
round adds to the organic feel.
September 2017 boutiquedesign.com