WORK FRCH shares insider intel on the design process behind hospitality industry's newest midscale brand, Tru by Hilton. BY MARY SCOVIAK EVERY HOTEL BRAND launch claims to be revo- THE HIVE'S MARKET 86 boutiquedesign.com MARCH 2016 lutionary. When laying the foundation for the Tru by Hilton flag, Hilton Worldwide challenged the design team at FRCH Design Worldwide-and itself-to justify that brag. Nothing about birthing the chain's newest midscale offer was business as usual. In fact, this multi-brand, global hotel giant started out with a different design direction, put the brakes on and went back to home base to reassess what was really required to deliver the disruptor they'd envisioned. That's when Hilton called in FRCH to develop the prototype for this concept that would be "simplified, C O U R T E S Y O F F R C H D E S I G N W O R L D W I D E ( T R U R E N D E R I N G S; D E S I G N T E A M ) TRU CONFESSIONShttp://www.boutiquedesign.com