Hospitality Design - July 2017 - 60
brand identity marriott
Designed by Rockwell Group, floor-to-ceiling bookshelves
populate the Albert restaurant inside Chicago's Hotel
EMC2, an Autograph Collection property
TINA EDMUNDSON
Global Brand Officer
Marriott International
The Marriott-Starwood merger is a coming
home of sorts for Tina Edmundson. Before
joining Marriott eight years ago, she was with
Starwood for almost two decades-mostly
redefining, expanding, and creating luxury
and lifestyle brands for both companies. Now,
as newly named global brand officer, she
has the great challenge of overseeing and
defining (and redefining) all 30 brands for the
new conglomerate. "My experience at both
companies has definitely been helpful as we
fully integrate, given that I truly get the culture
of both companies and have a deep knowledge of
all the brands," she says. "More than anything,
I am just incredibly excited about the future of
this company and the opportunity we now have
with all of these amazing brands." Here, we
pick her brain about how Marriott is delineating
060
July 2017 hospitalitydesign.com
swim lanes for the brands, opportunities and
challenges, and what's in store for the future.
What can the two companies learn
from each other and how have you been
incorporating those values and lessons
post merger?
I often refer to the merger as the perfect marriage
because it brought together two companies that
have truly complementary strengths. Marriott
International has the operational expertise,
which is built on the company's legacy of
nearly a century, while Starwood's was built
on innovation and marketing prowess. The
coming together of these two companies makes
for a perfectly balanced whole. For example,
Marriott has the undisputable credibility as
the preeminent purveyor of luxury travel
experiences through the iconic Ritz-Carlton
brand. Meanwhile, Starwood's laser focus on
brand marketing comes through clearly in
brands such as W Hotels. All of our brands can
learn something from the others, and together we
form an even stronger platform on which to build
new immersive travel experiences and push
boundaries. The power of this organization is
going to be leveraging our scale and distribution
while also customizing our approach and
services based on customer demand.
What was the process like to understand
each of the 30 brands and how they
should be positioned moving forward?
[They each] offer a distinct point of view
as well as diversity in product, and the
Photo of EMC2 by MICHAEL KLEINBERG and photo of Tina Edmundson by ROBERT MALMBERG
perspectives
http://www.hospitalitydesign.com
Hospitality Design - July 2017
Table of Contents for the Digital Edition of Hospitality Design - July 2017
Hospitality Design - July 2017
Contents
Online TOC
From the Editor
People: HD Awards
People: Siteseeing
Perspectives
Sketchbook
Brand Identity: Marriott
5 Questions for Mark Peters
Products
Designer Profile: Liz Powers
Leather
Lighting
Spa
HD Expo Recap
From the Show Director
People: HD Expo
IIDA/HD Product Design Competition Winners
Conference Highlights
Special Feature: Designing Duos
People: Real Vision
Andrew Zobler
Jean-Georges Vongerichten
Liz Lambert
Adrian Zecha
Filippo Gabbiani
Evan Frank
Kelly Wearstler
William Heinecke
Rich Wolf
Benjamin Trigano
Gulla Jónsdóttir
Peter Mack
DesignAgency
Christophe Vielle
Soo K. Chan
Blu Spas
Ad Index
Back Space: Studio Collective
Hospitality Design - July 2017 - Intro
Hospitality Design - July 2017 - Hospitality Design - July 2017
Hospitality Design - July 2017 - Cover2
Hospitality Design - July 2017 - 1
Hospitality Design - July 2017 - 2
Hospitality Design - July 2017 - 3
Hospitality Design - July 2017 - 4
Hospitality Design - July 2017 - 5
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Hospitality Design - July 2017 - 16
Hospitality Design - July 2017 - Contents
Hospitality Design - July 2017 - 18
Hospitality Design - July 2017 - 19
Hospitality Design - July 2017 - 20
Hospitality Design - July 2017 - Online TOC
Hospitality Design - July 2017 - 22
Hospitality Design - July 2017 - 23
Hospitality Design - July 2017 - 24
Hospitality Design - July 2017 - 25
Hospitality Design - July 2017 - From the Editor
Hospitality Design - July 2017 - 27
Hospitality Design - July 2017 - 28
Hospitality Design - July 2017 - 29
Hospitality Design - July 2017 - People: HD Awards
Hospitality Design - July 2017 - 31
Hospitality Design - July 2017 - 32
Hospitality Design - July 2017 - 33
Hospitality Design - July 2017 - 34
Hospitality Design - July 2017 - 35
Hospitality Design - July 2017 - People: Siteseeing
Hospitality Design - July 2017 - 37
Hospitality Design - July 2017 - 38
Hospitality Design - July 2017 - 39
Hospitality Design - July 2017 - 40
Hospitality Design - July 2017 - Perspectives
Hospitality Design - July 2017 - 42
Hospitality Design - July 2017 - Sketchbook
Hospitality Design - July 2017 - 44
Hospitality Design - July 2017 - 45
Hospitality Design - July 2017 - 46
Hospitality Design - July 2017 - 47
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Hospitality Design - July 2017 - 57
Hospitality Design - July 2017 - Brand Identity: Marriott
Hospitality Design - July 2017 - 59
Hospitality Design - July 2017 - 60
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Hospitality Design - July 2017 - 70
Hospitality Design - July 2017 - 71
Hospitality Design - July 2017 - 72
Hospitality Design - July 2017 - 73
Hospitality Design - July 2017 - 5 Questions for Mark Peters
Hospitality Design - July 2017 - 75
Hospitality Design - July 2017 - 76
Hospitality Design - July 2017 - Products
Hospitality Design - July 2017 - 78
Hospitality Design - July 2017 - Designer Profile: Liz Powers
Hospitality Design - July 2017 - 80
Hospitality Design - July 2017 - 81
Hospitality Design - July 2017 - 82
Hospitality Design - July 2017 - 83
Hospitality Design - July 2017 - 84
Hospitality Design - July 2017 - Leather
Hospitality Design - July 2017 - 86
Hospitality Design - July 2017 - 87
Hospitality Design - July 2017 - 88
Hospitality Design - July 2017 - 89
Hospitality Design - July 2017 - 90
Hospitality Design - July 2017 - Lighting
Hospitality Design - July 2017 - 92
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Hospitality Design - July 2017 - 100
Hospitality Design - July 2017 - Spa
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Hospitality Design - July 2017 - 110
Hospitality Design - July 2017 - 111
Hospitality Design - July 2017 - 112
Hospitality Design - July 2017 - HD Expo Recap
Hospitality Design - July 2017 - From the Show Director
Hospitality Design - July 2017 - 115
Hospitality Design - July 2017 - 116
Hospitality Design - July 2017 - 117
Hospitality Design - July 2017 - People: HD Expo
Hospitality Design - July 2017 - 119
Hospitality Design - July 2017 - 120
Hospitality Design - July 2017 - 121
Hospitality Design - July 2017 - IIDA/HD Product Design Competition Winners
Hospitality Design - July 2017 - 123
Hospitality Design - July 2017 - 124
Hospitality Design - July 2017 - 125
Hospitality Design - July 2017 - Conference Highlights
Hospitality Design - July 2017 - 127
Hospitality Design - July 2017 - 128
Hospitality Design - July 2017 - 129
Hospitality Design - July 2017 - 130
Hospitality Design - July 2017 - 131
Hospitality Design - July 2017 - 132
Hospitality Design - July 2017 - 133
Hospitality Design - July 2017 - Special Feature: Designing Duos
Hospitality Design - July 2017 - 135
Hospitality Design - July 2017 - 136
Hospitality Design - July 2017 - 137
Hospitality Design - July 2017 - 138
Hospitality Design - July 2017 - 139
Hospitality Design - July 2017 - 140
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Hospitality Design - July 2017 - 150
Hospitality Design - July 2017 - 151
Hospitality Design - July 2017 - 152
Hospitality Design - July 2017 - People: Real Vision
Hospitality Design - July 2017 - Andrew Zobler
Hospitality Design - July 2017 - 155
Hospitality Design - July 2017 - Jean-Georges Vongerichten
Hospitality Design - July 2017 - 157
Hospitality Design - July 2017 - Liz Lambert
Hospitality Design - July 2017 - 159
Hospitality Design - July 2017 - Adrian Zecha
Hospitality Design - July 2017 - 161
Hospitality Design - July 2017 - Filippo Gabbiani
Hospitality Design - July 2017 - 163
Hospitality Design - July 2017 - Evan Frank
Hospitality Design - July 2017 - 165
Hospitality Design - July 2017 - Kelly Wearstler
Hospitality Design - July 2017 - 167
Hospitality Design - July 2017 - William Heinecke
Hospitality Design - July 2017 - 169
Hospitality Design - July 2017 - Rich Wolf
Hospitality Design - July 2017 - 171
Hospitality Design - July 2017 - Benjamin Trigano
Hospitality Design - July 2017 - 173
Hospitality Design - July 2017 - Gulla Jónsdóttir
Hospitality Design - July 2017 - 175
Hospitality Design - July 2017 - Peter Mack
Hospitality Design - July 2017 - 177
Hospitality Design - July 2017 - DesignAgency
Hospitality Design - July 2017 - 179
Hospitality Design - July 2017 - Christophe Vielle
Hospitality Design - July 2017 - 181
Hospitality Design - July 2017 - Soo K. Chan
Hospitality Design - July 2017 - 183
Hospitality Design - July 2017 - Blu Spas
Hospitality Design - July 2017 - 185
Hospitality Design - July 2017 - 186
Hospitality Design - July 2017 - 187
Hospitality Design - July 2017 - 188
Hospitality Design - July 2017 - 189
Hospitality Design - July 2017 - Ad Index
Hospitality Design - July 2017 - 191
Hospitality Design - July 2017 - Back Space: Studio Collective
Hospitality Design - July 2017 - Cover3
Hospitality Design - July 2017 - Cover4
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