Boutique Design - December 2014 - 83
2014 GOLD KEY AWARDS
JUDGES' SO COOL
WINNER
MARRIOTT HOTELS DESIGN STRATEGY
Designer: Marriott Global Design Strategies, Bethesda, Md.
"THIS WAS A MASSIVE
UNDERTAKING, AND A
MAJOR STATEMENT ON
THE IMPORTANCE OF
DESIGN IN THIS INDUSTRY"
-LORA SPRAN, WALT DISNEY
IMAGINEERING
THE CHALLENGE: Re-invent the playbook to make design
a differentiator for Marriott Hotels in nearly 500 properties
globally, and a selling point for next-generation, "have-it-myway" guests.
THE INSIDE STORY: Marriott Hotels needed a make-over
COUR TE S Y OF MARRIOT T HOTEL S
to meet its goal of capturing younger travelers. Making that
happen required more than cosmetic changes. The corporate
design team got the green light to start from scratch. Their
new program, Marriott Modern, shifts the emphasis from
standard colors and overblown patterns mandated by central
command to interior architecture and site-specific palettes,
materials and style. FF&E is now the finishing touch, not the
point of design.
THE SHOWSTOPPER: The before and after. New and newly
renovated Marriotts are no longer interchangeable links
in the chain. The new design platform defines standards,
but offers the flexibility to make the look of the property as
unique as any boutique.
THE TAKEAWAY: Nothing's impossible. When some corpo-
rate executives and owners weren't understanding the new
message, the corporate design team co-apted "lab" space in
the basement and used both actual pieces and foam models
to get feedback on how the concept would work.
SOURCES
CLIENT: Marriott Hotels; DESIGNER: Marriott Global Design Strategies: Glenn
Wilson (strategy, vision, overall content and imagery); Sarah Smallwood (Strategy,
vision, overall content and imagery); Deborah Huguely (project management);
GRAPHIC DESIGN CONSULANT: Brand Verve; WEB PROGRAMMING
CONSULTANT: Planit
DECEMBER 2014 boutiquedesign.com
83
http://www.boutiquedesign.com
Boutique Design - December 2014
Table of Contents for the Digital Edition of Boutique Design - December 2014
Boutique Design - December 2014
Contents
From the Executive Editor
The Buzz
2014 Gold Key Awards: Personal Space
Concrete Results
Products: The Year's Best
Last Detail
Boutique Design - December 2014 - Intro
Boutique Design - December 2014 - Boutique Design - December 2014
Boutique Design - December 2014 - Cover2
Boutique Design - December 2014 - 1
Boutique Design - December 2014 - Contents
Boutique Design - December 2014 - 3
Boutique Design - December 2014 - From the Executive Editor
Boutique Design - December 2014 - 5
Boutique Design - December 2014 - The Buzz
Boutique Design - December 2014 - 7
Boutique Design - December 2014 - 8
Boutique Design - December 2014 - 9
Boutique Design - December 2014 - 10
Boutique Design - December 2014 - 11
Boutique Design - December 2014 - 12
Boutique Design - December 2014 - 13
Boutique Design - December 2014 - 2014 Gold Key Awards: Personal Space
Boutique Design - December 2014 - 15
Boutique Design - December 2014 - 16
Boutique Design - December 2014 - 17
Boutique Design - December 2014 - 18
Boutique Design - December 2014 - 19
Boutique Design - December 2014 - 20
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Boutique Design - December 2014 - 84
Boutique Design - December 2014 - 85
Boutique Design - December 2014 - Concrete Results
Boutique Design - December 2014 - 87
Boutique Design - December 2014 - 88
Boutique Design - December 2014 - 89
Boutique Design - December 2014 - 90
Boutique Design - December 2014 - 91
Boutique Design - December 2014 - Products: The Year's Best
Boutique Design - December 2014 - 93
Boutique Design - December 2014 - 94
Boutique Design - December 2014 - 95
Boutique Design - December 2014 - Last Detail
Boutique Design - December 2014 - Cover3
Boutique Design - December 2014 - Cover4
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