Hospitality Style - Fall 2012 - 40

/ / / THE CLIENT

BY MARY SCOVIAK

/1/

Larry Traxler

CHAIN REACTION
Hilton Worldwide’s Larry Traxler and Dave Horton of Hilton Hotels & Resorts are exploding preconceptions about how branded hotels look with a mix of research, technology and design.
/ / / In 2009, Larry Traxler joined
Hilton Worldwide as senior vice president, global design and took on the biggest renovation job of his career: Help introduce and guide an evolving set of design narratives for the core Hilton Hotels & Resorts brand. The other half of the brief was to develop a philosophy of guiding principles that inform and inspire the collaborative design process and allow for customization, creativity and innovation across the brand’s global portfolio. The foundation for the H360 global strategy initiative that the Hilton brand embarked on a few years ago to rethink every aspect of its business was “the greatest research and consumer insight I’ve seen in the hospitality industry,” Traxler says. More than a year’s worth of corporate introspection filled in the framework of how to strengthen the brand and keep it relevant in the long term. Using that as his context, Traxler and his global design team were able to reassess every aspect of design working closely Hilton Hotels & Resorts’ leadership. “Dave Horton [global head, Hilton Hotels & Resorts] and the brand team gave us quite a bit of liberty to ask questions—and to put forward bold ideas to re-imagine the brand’s look, feel and functionality through design,” says Traxler, whose last post was vp of architecture and design with Hyatt Hotels. “Our global design team started rethinking everything from big picture statements in the lobby and guest rooms down to guest-centric details including in-room collateral, bedding, alarm clocks, soap dishes and even trash cans.” The result of this system-wide

Dave Horton

/ 1 / JOI Design’s futuristic FIFTH Lounge & Bar at the Hilton Frankfurt Airport, Frankfurt, Germany.

40

HOSPITALITYSTYLE.COM / FALL 2012

COURTESY OF HILTON HOTELS & RESORTS



Hospitality Style - Fall 2012

Table of Contents for the Digital Edition of Hospitality Style - Fall 2012

Hospitality Style - Fall 2012
Contents
From the Editor/ Advisory Board
The Edge
Wish List Showroom
Big Is Beautiful
Fuuud for Thought
Mid-Tier Magic
Stealing the Scene
Chain Reaction
Outdoor Furniture Showroom
Fabric Showroom
Q+A
Hospitality Style - Fall 2012 - Intro
Hospitality Style - Fall 2012 - Hospitality Style - Fall 2012
Hospitality Style - Fall 2012 - Cover2
Hospitality Style - Fall 2012 - 1
Hospitality Style - Fall 2012 - Contents
Hospitality Style - Fall 2012 - 3
Hospitality Style - Fall 2012 - From the Editor/ Advisory Board
Hospitality Style - Fall 2012 - 5
Hospitality Style - Fall 2012 - The Edge
Hospitality Style - Fall 2012 - 7
Hospitality Style - Fall 2012 - 8
Hospitality Style - Fall 2012 - 9
Hospitality Style - Fall 2012 - Wish List Showroom
Hospitality Style - Fall 2012 - 11
Hospitality Style - Fall 2012 - 12
Hospitality Style - Fall 2012 - 13
Hospitality Style - Fall 2012 - 14
Hospitality Style - Fall 2012 - 15
Hospitality Style - Fall 2012 - 16
Hospitality Style - Fall 2012 - 17
Hospitality Style - Fall 2012 - Big Is Beautiful
Hospitality Style - Fall 2012 - 19
Hospitality Style - Fall 2012 - 20
Hospitality Style - Fall 2012 - 21
Hospitality Style - Fall 2012 - 22
Hospitality Style - Fall 2012 - 23
Hospitality Style - Fall 2012 - 24
Hospitality Style - Fall 2012 - 25
Hospitality Style - Fall 2012 - Fuuud for Thought
Hospitality Style - Fall 2012 - 27
Hospitality Style - Fall 2012 - 28
Hospitality Style - Fall 2012 - 29
Hospitality Style - Fall 2012 - 30
Hospitality Style - Fall 2012 - 31
Hospitality Style - Fall 2012 - Mid-Tier Magic
Hospitality Style - Fall 2012 - 33
Hospitality Style - Fall 2012 - 34
Hospitality Style - Fall 2012 - 35
Hospitality Style - Fall 2012 - Stealing the Scene
Hospitality Style - Fall 2012 - 37
Hospitality Style - Fall 2012 - 38
Hospitality Style - Fall 2012 - 39
Hospitality Style - Fall 2012 - Chain Reaction
Hospitality Style - Fall 2012 - 41
Hospitality Style - Fall 2012 - 42
Hospitality Style - Fall 2012 - 43
Hospitality Style - Fall 2012 - 44
Hospitality Style - Fall 2012 - 45
Hospitality Style - Fall 2012 - Outdoor Furniture Showroom
Hospitality Style - Fall 2012 - 47
Hospitality Style - Fall 2012 - 48
Hospitality Style - Fall 2012 - 49
Hospitality Style - Fall 2012 - Fabric Showroom
Hospitality Style - Fall 2012 - 51
Hospitality Style - Fall 2012 - 52
Hospitality Style - Fall 2012 - 53
Hospitality Style - Fall 2012 - 54
Hospitality Style - Fall 2012 - 55
Hospitality Style - Fall 2012 - Q+A
Hospitality Style - Fall 2012 - Cover3
Hospitality Style - Fall 2012 - Cover4
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