NEWH - Spring 2011 - (Page 20)
design 101 hotels
Building a Brand
A collaborative solution for Wyndham’s newest select-service offering
Challenge: After Wyndham Worldwide acquired the select-service TRYP brand from Sol Melia in 2010, the hotel company turned to New York-based BBG-BBGM to create the brand concept and design guidelines. Solution: “The TRYP design aesthetic can best be described in just a few words—eclectic, welcoming, and comfortable. It is a consciously effortless look with an underlying objective towards the aesthetic: curated—a collection of pieces that on their own speak individual languages but as an ensemble convey a collective message that captures the essence of TRYP’s ‘Own The City’ brand culture and cosmopolitan vibe,” says Amy Jakubowski, partner, BBG-BBGM. “TRYP is the anti-cookie cutter brand. The design is intentionally flexible within the framework of its prescriptive aesthetic. Signature design brand defining elements live within the spaces while supporting pieces and finishes follow basic guidelines to round out the brand’s comfortably curated look and express individuality among the TRYP family. Every TRYP will reflect the city and neighborhood in which it lives. Local references can be discovered throughout the hotel in objects, images, and materials. Designers are encouraged to source local pieces or curate ‘found objects’ to create a unique look and to build a relationship with the hotel’s community. As each TRYP is unique, the art program will differ in each property but still reflect the city centric nature of the brand. Brand signature elements such as the signpost (designed as a photo opportunity to share with family and friends through social media), postcard light fixture (designed as a conversation starter and hung above the communal table), and the blog wall reference locale and are iconic within Plaza Central, TRYP’s social lobby concept. The hotel’s gastro bar is a key zone within Plaza Central where the community table, bar, and café are located.” Adds George Scammell, vice president global design of Wyndham: “TRYP is city-centric and is designed to resonate with the local neighbor or community from which it lives, no two are alike. TRYP is inspired by clean European design and sensibility, reflecting the energy and movement of the city.” In terms of the guestrooms: “In addition to our family rooms featuring bunk beds for the children and a king size bed for the parents, and the fitness room featuring a treadmill or elliptical and complimentary gym clothes, we will unveil a unique new premium room type at our TRYP New York City Times Square South [designed by Glen Coben], which we expect to open early summer this year,” says Daniel del Olmo, brand senior vice president, TRYP by Wyndham.
...a consciously effortless look with an underlying objective towards the aesthetic: curated...
Above: A rendering of BBG-BBGM’s lobby concept for Wyndham’s newest brand, TRYP.
20 spring 2011 www.newh.org tel 800.593.NEWH
Table of Contents for the Digital Edition of NEWH - Spring 2011
Table of Contents
Chapter and NEWH News
Sustainability: Point of View
Have you Seen?
On the Scene
Project: Montage Deer Valley
Project: Courtyard Marriott
Save the Date
NEWH - Spring 2011