Boutique Design - May 2014 - 4

EDITORIAL

DESIGNERS ADVISED
TO TAKE IT OUTSIDE
Right smack dab in the middle of town,
I've found a paradise that's trouble proof,
Up on the roof.
THOSE LYRICS, which made their debut in

The Drifters' 1962 hit song "Up on the Roof,"
still ring true today-especially when it comes
to hospitality settings. "People love going up
to rooftops," Scott Gerber, ceo of the Gerber
Group, told The Wall Street Journal in a recent
article on the debut of The Roof, an indoor/
outdoor bar operated by his firm that sits
atop the Viceroy New York hotel. The allure
of going to a hotel's apex can also impact the
business's bottom line, Gerber added, noting
that rooftop venues "end up being a huge sales
factor" both for guests staying at the property
and for private parties.
The growing trend of integrating the great
outdoors into hospitality venues of all stripes
was the subject of the "Take It Outside" panel
discussion at our recent BDwest trade fair
in San Diego. As part of the BDwest review
coverage that starts on page 60, designers
from Walt Disney Imagineering, Lifescapes

Executive Editor
Mary Scoviak
mary.scoviak@stmediagroup.com
Editor
Matthew Hall
matthew.hall@stmediagroup.com

International, Design Group Carl Ross, DTJ
Design and Schoos Design offer takeaways on
how designers can make the most of this trend.
And, for a quartet of case studies showing
specific examples of how designers are blurring
the lines between the indoors and outdoors at
a variety of hospitality settings, see the feature
on page 34. The locales profiled in that story
include a renovated restaurant at the London
Zoo, an urban roofscape at a new Chicago
hotel, an outdoor café at a Four Seasons hotel
in Buenos Aires and a new streetscape in front
of a Las Vegas hotel/casino. That's right, the
"fresh air" phenomenon has even landed in
Vegas, that epicenter of highly themed, selfcontained interior spaces.

Interim Art Director
Kelly Farrar
kelly.farrar@stmediagroup.com
Assistant Editor
Natalie Knoth
natalie.knoth@stmediagroup.com

SALES
Business Development Manager,
Northeast
Michael Schneider
michael.schneider@stmediagroup.com
(212)-404-6936
Business Development Manager,
Southeast
Scott Rickles
scott.rickles@stmediagroup.com
(770) 664-4567
Business Development Manager,
Midwest/West
Melani Beattie
melani.beattie@stmediagroup.com
(312) 218-5691

CORPORATE
President
Tedd Swormstedt
Senior VP Hospitality,
Publisher, Boutique Design
Michelle Finn
michelle.ﬁnn@stmediagroup
(312) 961-2772
Audience Development Director
Christine Baloga
Book Division Director
Mark Kissling

EDITOR

Production Coordinator
Linda Volz
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