Boutique Design - December 2016 - 85

WINNER

GENERATOR AMSTERDAM
DESIGN FIRM

DesignAgency, Toronto

INSPIRATION Distill Amsterdam's offbeat sensibilities into the
168-room, 564-bed former school and museum (a historic building)
for this tenth outpost of the Generator brand. The brand's reuse
mandate dictated that the team forego the idea of a new-build hotel.
So, the fusion of modern and historic elements is the foundation for
the design. "A slick glass rooftop addition, the fusion of old and new
architecture heightens Generator's character and the charm of the
guest experience. The building forms the gateway to the lush Oosterpark," says Anwar Mekhayech, lead partner, DesignAgency. "There
was a lot we couldn't change, such as the library and auditorium, so
we had to embrace the architecture." Steering the hotel away from
museum territory was a must. Eye-catching art pieces and contemporary décor answer that need to the tune of high-impact murals
and simple shapes that let the bones of the building be the star of
the space.
IDEATION All the Generator hallmarks had to be there, from highly
localized influences to a one-size-doesn't-fit all eclecticism to the
highly "buzzy" and social public spaces. The team turned to the
layout to provide the roadmap to make all that happen. Spreading
the public spaces across several floors creates a link to draw guests
through the hotel, whether they enter for the night or just to hang
out at one of the multiple bars in the hotel. The art also works to
connect the spaces. "Artists Graphic Surgery added a dynamic mural
to the wall inspired by industrial architecture," says Mekhayech. "The
mural also references a modern, steel stair and catwalk that weaves
through the space, linking different lounge spaces and the upper
floor library. "
INNOVATION Learning to love what's not there. In projects like
these, curation isn't just a budget-friendly coping mechanism. It's
also the newest tool for designers looking to make a big statement.
For example, in the auditorium-turned-bar, where the raked seating
forms the centerpiece of the room, the actual bar is a simple woodtopped piece with a collection of delicate pendant lights over it,
rather than a major architectural element. Simple tube lighting and
metal finishes in the elevator lobby let a mural behind the elevator
take a star turn.
INTEL Don't rely on a paint-by-numbers approach to creating
Instagram moments. Put the design emphasis where guests will be
compelled by it. A knockout lobby is great, but eye-catching wall
treatments including murals, lightboxes and graphics in the corridors leading to the suites are just as important for guests looking
for wayfinding help at the end of a long day. Fueling that sense of
discovery-even in details as small as the tiled lettering on the café
menu-is key for well-traveled guests who've been there, done that
with their iPhones in tow.

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Boutique Design - December 2016

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