Boutique Design - July/August 2018 - 50

TRYP BY WYNDHAM
Like all the industry giants, WHR knows how to appeal to a
broad range of guests, from ultra-economy to upscale. But,
could it pull off a psychographic twofer in one brand in the
trending bleisure sector? That's the question the team has been
answering since its 2010 acquisition of TRYP from Spain's Meliá
Hotels Intl. Transforming the solid midscale flag from "meets
expectations" to "exceeds expectations" entailed a brand-wide
rethink. Upgrading the design was key, as was a small positioning shift into an urban "lifestyle" select-service bracket. "The
consistent essence of the brand is rooted in its European heritage and Spanish influence," says Elaine Demopoulos, director
global design, design & construction, WHR, says. "We updated
it for the modern urban traveler in a way that's both aesthetically appealing and unique but also flexible and multifunctional
for our guests," says Demopoulos.
The design basics center on: accessible, convenient technology;
comfortable social spaces; and welcoming but efficient guestrooms. Signature elements include the Plaza Central, a social
lobby, inspired by Spanish outdoor areas, that serves as a gathering
space; wood elements that provide a visual theme for the public
spaces; and a library that can morph from a private event venue to
an extension of the lobby. Demopoulos points to rich colors, highcontrast textures, inviting surroundings and modern technology as
the keys to keeping the look and feel relevant. Case in point? TRYP
Newark's immersive tones and tactile upholstery.
Demopoulos also hands designers a cheat sheet for the
thought processes that come before Instagram moments such as
a set of cheeky chairs (in Newark, they're labeled with titles such
50

boutiquedesign.com JULY + AUGUST 2018

as "duke," "king" and "queen"). "Think through questions like: Do
guests want to unpack or live out of their suitcase for the
weekend? Do they want to have a drink on their way out or when
they come back for a nightcap? Would our traveler want to grab a
bite in the lobby or use that space for socializing? By thinking
about the guest from multiple points of view, we inform the
design," she contends-and she expects the same from outside
firms. If the guest wants to be able to unpack, for example, the
guestroom footprint has to be big enough to allow for that.
Also, be prepared to deliver at lightning speed. Creativity
won't compensate for less-than-streamlined internal practices.
"The timeline is everything!" says Demopoulos. "We collaborate
with many departments to bring the brand design to life, so it's
critical that we meet deadlines. Today's schedules are tighter
than ever, but we now have a variety of online resources to help
us align across teams, secure reviews in real time and see the
design elements brought to life-no more waiting for paperwork in the mail." In other words, break the design rules but
follow the parent company's handbook when it comes to the
process behind the look. B. Garcia Designs' founder Blanche
Garcia took her street smarts from her time on "Hotel Impossible" and applied them to her fanciful styling for TRYP Newark.
But don't let the quirky aesthetic fool you. As WHR's ceo
Geoff Ballotti points out, the company is in a bigger-is-better
mode when it comes to portfolio size. "Scale and system size
have never been more important," he says. In other words, TRYP
may have a boutique mentality, but expect to see it expand like
the hard brand it is.

ELAINE DEMOPOULOS
WYNDHAM HOTELS & RESORTS

GEOFF BALLOTTI
WYNDHAM HOTELS & RESORTS

4 In keeping with the
brand's mandate to
appeal to both business
and leisure travel, TRYP
Newark balances playful
art and seating with a
cool neutral architectural
framework.

PAUL S. BARTHOLOME W ( TRYP); COURTESY OF W YNDHAM HOTEL S & RESORTS (BALLOT TI, DEMOPOULOS)

WYNDHAM HOTELS & RESORTS

http://www.boutiquedesign.com

Boutique Design - July/August 2018

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