Boutique Design - March/April 2012 - 22
C O V E R
S T O R Y
La Chambre Obscure occupies the lower level of Supperclub Amsterdam, Concrete’s first major hospitality commission.
For W, the brand’s mission became the design brief: “W is more than a hotel, more Every design decision we made regarding than a lifestyle; it is a state of mind. It’s the citizenM was influenced by the concep- place you go to escape from the routine and tual backbone of: “Affordable luxury for become a part of all that is ‘now.’ Starwood the mobile citizen of the world.” The start Hotels & Resorts wants to make every W of the project was less a client/architect hotel a destination within a destination.” relationship than a joint mission to revolu- From this, we developed a design narrative tionize the experience of staying away from for the W London hotel. A strong narrahome. Concrete created a holistic approach tive gives the designer a tool to create the that encompassed the building itself and design for all spaces within the hotel. a design philosophy that described the boundaries for all the creative processes BD: How is design changing at the top involved in the project. This took the form end of the boutique and lifestyle hotel of the London Underground Tube map. market? All guest activities, from the moment the Redefining luxury starts with identifying customer first gets in contact with the your guests, breaking out of ancient starbrand until the time he/she leaves the classification guidelines, and providing hotel, are indicated as “destinations” on honest experiences, not fake ones. Luxury the Circle Line. The idea was to formu- is not just about shiny, polished, expensive late an experiential loop with each activity and large anymore. It is about freedom of becoming a scenario that acted as a brief choice and time, smart solutions, surprise for individual design assignments. and comfort.
BD: How did you use those ideas in your hotel work?
BD: How big is your staff, and what’s your management style?
Concrete has 35 staff members. The goal is to offer members a house rather an office, build a family rather than a firm.
BD: What gets a resume to the top of the pile?
We attract a lot of applicants. But we’re always looking for talent, people who can create the difference. We prioritize creative minds and conceptual thinkers with technical knowledge.
BD: Now that you’re famous enough to have clients coming to you, are you comfortable turning down work?
Saying no to a prospective client has always been defensible to us. We want to be 100 percent involved with each project we take on. We’ve never wanted to become a design machine. BD
22
Boutique Design | March+April 2012
Kim van der Leden
Boutique Design - March/April 2012
Table of Contents for the Digital Edition of Boutique Design - March/April 2012
Boutique Design - March/April 2012
From the Editor
Contents
In This Issue/Editorial Advisory Board
Boutique Buzz
Cross Dresser
Q+A: Rob Wagemans
Appetizing Destinations
On the Job: Updating the ADA
Vendor Profile: Mikel Patrik
DreamBook: Feed the Senses
Bath & Spa
Surfacing
The Last Detail: The Exchange Hotel
Boutique Design - March/April 2012 - Intro
Boutique Design - March/April 2012 - Boutique Design - March/April 2012
Boutique Design - March/April 2012 - Cover2
Boutique Design - March/April 2012 - 1
Boutique Design - March/April 2012 - From the Editor
Boutique Design - March/April 2012 - 3
Boutique Design - March/April 2012 - Contents
Boutique Design - March/April 2012 - 5
Boutique Design - March/April 2012 - In This Issue/Editorial Advisory Board
Boutique Design - March/April 2012 - 7
Boutique Design - March/April 2012 - Boutique Buzz
Boutique Design - March/April 2012 - 9
Boutique Design - March/April 2012 - 10
Boutique Design - March/April 2012 - 11
Boutique Design - March/April 2012 - 12
Boutique Design - March/April 2012 - 13
Boutique Design - March/April 2012 - Cross Dresser
Boutique Design - March/April 2012 - 15
Boutique Design - March/April 2012 - 16
Boutique Design - March/April 2012 - 17
Boutique Design - March/April 2012 - Q+A: Rob Wagemans
Boutique Design - March/April 2012 - 19
Boutique Design - March/April 2012 - 20
Boutique Design - March/April 2012 - 21
Boutique Design - March/April 2012 - 22
Boutique Design - March/April 2012 - 23
Boutique Design - March/April 2012 - 24
Boutique Design - March/April 2012 - 25
Boutique Design - March/April 2012 - Appetizing Destinations
Boutique Design - March/April 2012 - 27
Boutique Design - March/April 2012 - 28
Boutique Design - March/April 2012 - 29
Boutique Design - March/April 2012 - 30
Boutique Design - March/April 2012 - 31
Boutique Design - March/April 2012 - 32
Boutique Design - March/April 2012 - 33
Boutique Design - March/April 2012 - On the Job: Updating the ADA
Boutique Design - March/April 2012 - 35
Boutique Design - March/April 2012 - 36
Boutique Design - March/April 2012 - 37
Boutique Design - March/April 2012 - Vendor Profile: Mikel Patrik
Boutique Design - March/April 2012 - 39
Boutique Design - March/April 2012 - 40
Boutique Design - March/April 2012 - 41
Boutique Design - March/April 2012 - DreamBook: Feed the Senses
Boutique Design - March/April 2012 - 43
Boutique Design - March/April 2012 - 44
Boutique Design - March/April 2012 - 45
Boutique Design - March/April 2012 - Bath & Spa
Boutique Design - March/April 2012 - 47
Boutique Design - March/April 2012 - 48
Boutique Design - March/April 2012 - 49
Boutique Design - March/April 2012 - 50
Boutique Design - March/April 2012 - 51
Boutique Design - March/April 2012 - 52
Boutique Design - March/April 2012 - 53
Boutique Design - March/April 2012 - 54
Boutique Design - March/April 2012 - 55
Boutique Design - March/April 2012 - Surfacing
Boutique Design - March/April 2012 - 57
Boutique Design - March/April 2012 - 58
Boutique Design - March/April 2012 - 59
Boutique Design - March/April 2012 - 60
Boutique Design - March/April 2012 - 61
Boutique Design - March/April 2012 - 62
Boutique Design - March/April 2012 - 63
Boutique Design - March/April 2012 - The Last Detail: The Exchange Hotel
Boutique Design - March/April 2012 - Cover3
Boutique Design - March/April 2012 - Cover4
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