Boutique Design - January/February 2015 - 30

unveiled last fall at Best Western's annual North American
convention. At that event, Best Western ceo David Kong said
Vīb-along with simultaneously released plans for a new soft
brand, BW Premier Collection-"will allow us to reach new
customer bases and developer audiences."
For Vīb, that translates into a design that focuses on technology, social interaction and expediency by incorporating such
features as interactive lobbies with locally inspired details and
media walls with custom content, USB and power ports, smart
TVs and LED mood lighting.
Other Vīb amenities will include a bar, grab-and-go food
stations, a 700-sq.-ft. "Zen Zone" on the lobby mezzanine, gaming
pods and state-of-the art fitness centers. And, like Virgin Hotels,
Vīb is reworking the guest room layout, thanks to such touches as
a bed headboard that doubles as a desk (which gives those working
at the desk a view out the room's window, rather than a wall).
Best Western officials say the first slate of North American
properties to be developed bearing the Vīb name will be unveiled
within the next few weeks.
VieVage

Another brand that's looking to expand its reach by launching a
new flag is Auberge, via its VieVage concept. "VieVage will be
adaptable to resort and urban locations and residences, and will

boutiquedesign.com January + February 2015

complement our current hotels in select markets," says Auberge
ceo Craig Reid, whose company's current hotel portfolio includes
Auberge du Soleil and the Calistoga Ranch, both in Napa Valley,
Calif., and the Hotel Jerome in Aspen, Colo.
Thus far, Auberge has unveiled plans for two VieVage locales:
the first will open next year in Los Cabos, Mexico, while the second
will debut in 2017 in Napa Valley, Calif. The Los Cabos resort is
being designed by Glazier Le Architecture, while BAMO will create
the interiors. The development's first phase will include a 92-key
boutique luxury resort consisting of suites and beach villas.
Designers say the resort's interiors will offer organic modernism
with an edge. To deliver on that promise, the focus will be on
bespoke furnishings including wood-slab table tops, light fixtures
crafted from found objects, natural materials and original art.
Design specifics on the Napa Valley development-which is
slated to break ground later this year-have not yet been
disclosed. But the project's backers say it will feature contemporary, cottage-style accommodations and a central commons area
that will include a casual restaurant and bar, a bakery, a winery
and outdoor gathering spaces.
The first two VieVage locales, along with other future
members of the brand, will "introduce Auberge hospitality to a
new generation of guests," says Auberge Resorts Collection
founder and managing partner Mark Harmon. 

C O U R T e S Y O F aU B e R g e R e S O R T S C O L L e C T i O N

6 Auberge Resorts' first VieVage
property, slated to open in 2016
in Los Cabos, Mexico, will have a
total of 92 keys laid out as either
suites or beach villas (shown).

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Boutique Design - January/February 2015

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