Boutique Design - September 2019 - 22

DOMIO
Vital stats: New York-based, self-described
"technology hospitality company" founded in
2016; gained major financial gravitas thanks
to a $50 million joint venture with private
equity firm Upper 90 and $12 million in Series
A equity funding in 2018; grew its portfolio
to nearly 2,000 shared space rental rooms
tailored to the tastes/needs of groups of five
or more (as of June 2019); launched its first
branded apart-hotel, Domio Baronne Street,
in New Orleans, in January. Fun fact: The
name is drawn from "dom" for domicile and
"mio" to signal personalization.

22

boutiquedesign.com SEPTEMBER 2019

Olivia Hnatyshin, this disruptor's head of branding & design, delves into why this startup is
likely to have an extended stay as a lifestyle hotel player.
Why this launch may actually be "different": After building a home-sharing portfolio
across seven major markets, Domio's cofounders Jay Roberts and Adrian Lam saw an opportunity to professionalize the short-term rental market. The data they studied showed that,
while the mainstream hospitality industry focuses on singles, couples and small families,
there was a trend toward friend and family groups of five or more who wanted to stay under
one roof, but preferred two, three or more bedrooms and ample space for everyone. Some of
those travelers were looking for hotel standards and services, just not in the context of traditional guestrooms or even suites. Domio's leadership set out to create a seamless brand with
the assurance of amenities guests could count on: professional cleaning, 24/7 guest support,
quality linens, customized design, large living spaces, a kitchen, multiple bedrooms and bathrooms and even a signature scent. What's different is that you don't have to compromise
security, comfort or budget in finding a stylish, affordable and convenient stay. 
How her team translated that differentiation into 3D: When we signed the deal for
our first branded hotel in New Orleans' Warehouse District, our team was small but mighty:
one graphic designer, one interior designer and me. We designed everything from wallpapers
to posters, custom furniture to package design and in-room collateral to retail merchandise.
There was no way guests could say they'd seen it all before. We all shared a very specific
approach regarding how to express what we saw as the signature characteristics of New
Orleans and how to mix storytelling with bold palettes. We interwove current trends and
nods to art history. While the breadth of the creative work was very broad, we just kept
asking each other, "Is this decision going to give people a reason to love this brand?" We're
really proud of the result.
What the next "lifestyle" musts will be: Adding in more aspects of home-not just the
"stuff," but how people use their personal spaces. Because Domio Baronne Street was origi-

COURTESY OF DOMIO (DOMIO BARONNE S TREE T )

4 Domio Baronne Street uses
low-profile seating to keep
seating comfy. Custom everything means no risk of guests
saying "I've seen that before."
http://www.boutiquedesign.com
Boutique Design - September 2019

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