Hospitality Design - December 2017 - 45

perspectives

brand identity

hilton

By Alia Akkam and Stacy Shoemaker Rauen
Photos and renderings courtesy of Hilton

The heart of the Canopy by Hilton Reykjavik City Centre is a
public space dubbed Central that's anchored by local art

WELCOME HOME

How one hotel company continues to evolve
the definition of luxury and lifestyle

Seven and a half years ago, Hilton Worldwide
set the "audacious goal to become the fastestgrowing luxury hotel company," recalls John
Vanderslice, Hilton's global head of luxury and
lifestyle brands. Propelled by the growth of the
Waldorf Astoria Hotels & Resorts and Conrad
Hotels & Resorts brands, Hilton has yet to slow
down since that bold declaration. Among the
some 2,200 hotels in 104 countries in its pipeline
(as of September 30th), almost 50 of them are
classified as luxury, with 16 Waldorf and 17
Conrad properties in the works (currently there
are 27 and 33 open, respectively).
But this approach wasn't quite ambitious
enough, Vanderslice says, so in 2014, "we decided
to introduce what we call an accessible lifestyle
brand, a celebration of the neighborhood. The
opportunity was there to make it successful for

consumers from a price standpoint and for our
owners from a development cost standpoint."
Canopy by Hilton Reykjavik City Centre
opened last year, the first hotel in the brand's
portfolio, which is rapidly growing. Twenty-nine
additional projects are in the approval process
in locations including Portland, Oregon; Dallas;
West Palm Beach, Florida; Ithaca, New York;
Jersey City, New Jersey; Minneapolis; Toronto;
and East London.

Canopy by Hilton

With interiors from local firm Apparat, the 112room Reykjavik hotel, awash in hues of ocean
blue and gray volcanic rock, "is doing exactly
what we thought the hotel would do from a
guest perspective," says Gary Steffen, global
head of Canopy by Hilton. "At least once a week
I go on TripAdvisor just to read the comments
identifying the staff, the service, and the culture
that's involved with the whole positive-stay
journey. I pick out my comment of the week and
send it around to the entire team."
These comments might also mention the
abundance of local art anchoring the hotel in

Reykjavik's 101 neighborhood, the café where
it's possible to snag Icelandic music to listen to
back in the room, or the white-tiled, brasseriestyle restaurant Geiri Smart. Canopy hotels favor
comfort over tradition, as revealed by a front desk
that is merely a table and the transfer lounge,
where early-to-arrive guests can shower and
store their luggage. In addition, complimentary
evening tastings help them unwind. "Canopy
Central has to function as the heart of the hotel,"
says Larry Traxler, senior vice president of global
design, "and so it has to be activated at breakfast,
lunch, and dinner."
Hilton has done its homework with Canopy,
too, first working with New York designer Mark
Zeff on establishing a theoretical aesthetic. "How
do you make something organic, eclectic, and
totally different from what Hilton's ever done,
but still finishes at a quality high enough that
we can get to that accessible lifestyle level?"
Vanderslice explains. Several concepts were
initially tested and only a few proved successful,
placing a premium on the guestroom, often
an afterthought in the lifestyle sphere, he says.
The female-friendly just-right rooms, a Canopy

hospitalitydesign.com December 2017

045


http://www.hospitalitydesign.com

Table of Contents for the Digital Edition of Hospitality Design - December 2017

Hospitality Design - December 2017
Contents
Online TOC
From the Editor
Behind the Design
CitySCENE: New York
CitySCENE: Miami
Perspectives
Sketchbook
Brand Identity: Hilton
5 Questions for Damon Rich
Products
Profile: Patrick Norguet
Art
Carpet
Bath
Textiles
Special Feature: Cultural Impact
Projects
The Hoxton, Paris
Kimpton De Witt
Hotel Henry
Ad Index
Back Space: Mary Alice Palmer
Hospitality Design - December 2017 - Intro
Hospitality Design - December 2017 - Hospitality Design - December 2017
Hospitality Design - December 2017 - Cover2
Hospitality Design - December 2017 - 1
Hospitality Design - December 2017 - 2
Hospitality Design - December 2017 - 3
Hospitality Design - December 2017 - 4
Hospitality Design - December 2017 - 5
Hospitality Design - December 2017 - 6
Hospitality Design - December 2017 - 7
Hospitality Design - December 2017 - 8
Hospitality Design - December 2017 - 9
Hospitality Design - December 2017 - 10
Hospitality Design - December 2017 - 11
Hospitality Design - December 2017 - 12
Hospitality Design - December 2017 - Contents
Hospitality Design - December 2017 - 14
Hospitality Design - December 2017 - 15
Hospitality Design - December 2017 - 16
Hospitality Design - December 2017 - Online TOC
Hospitality Design - December 2017 - 18
Hospitality Design - December 2017 - 19
Hospitality Design - December 2017 - 20
Hospitality Design - December 2017 - 21
Hospitality Design - December 2017 - From the Editor
Hospitality Design - December 2017 - 23
Hospitality Design - December 2017 - 24
Hospitality Design - December 2017 - 25
Hospitality Design - December 2017 - Behind the Design
Hospitality Design - December 2017 - 27
Hospitality Design - December 2017 - 28
Hospitality Design - December 2017 - 29
Hospitality Design - December 2017 - 30
Hospitality Design - December 2017 - 31
Hospitality Design - December 2017 - CitySCENE: New York
Hospitality Design - December 2017 - 33
Hospitality Design - December 2017 - CitySCENE: Miami
Hospitality Design - December 2017 - 35
Hospitality Design - December 2017 - 36
Hospitality Design - December 2017 - 37
Hospitality Design - December 2017 - 38
Hospitality Design - December 2017 - Perspectives
Hospitality Design - December 2017 - 40
Hospitality Design - December 2017 - Sketchbook
Hospitality Design - December 2017 - 42
Hospitality Design - December 2017 - 43
Hospitality Design - December 2017 - 44
Hospitality Design - December 2017 - Brand Identity: Hilton
Hospitality Design - December 2017 - 46
Hospitality Design - December 2017 - 47
Hospitality Design - December 2017 - 48
Hospitality Design - December 2017 - 49
Hospitality Design - December 2017 - 50
Hospitality Design - December 2017 - 51
Hospitality Design - December 2017 - 52
Hospitality Design - December 2017 - 53
Hospitality Design - December 2017 - 5 Questions for Damon Rich
Hospitality Design - December 2017 - 55
Hospitality Design - December 2017 - 56
Hospitality Design - December 2017 - Products
Hospitality Design - December 2017 - 58
Hospitality Design - December 2017 - Profile: Patrick Norguet
Hospitality Design - December 2017 - 60
Hospitality Design - December 2017 - 61
Hospitality Design - December 2017 - 62
Hospitality Design - December 2017 - Art
Hospitality Design - December 2017 - 64
Hospitality Design - December 2017 - 65
Hospitality Design - December 2017 - 66
Hospitality Design - December 2017 - Carpet
Hospitality Design - December 2017 - 68
Hospitality Design - December 2017 - 69
Hospitality Design - December 2017 - 70
Hospitality Design - December 2017 - 71
Hospitality Design - December 2017 - 72
Hospitality Design - December 2017 - Bath
Hospitality Design - December 2017 - 74
Hospitality Design - December 2017 - 75
Hospitality Design - December 2017 - 76
Hospitality Design - December 2017 - 77
Hospitality Design - December 2017 - 78
Hospitality Design - December 2017 - Textiles
Hospitality Design - December 2017 - 80
Hospitality Design - December 2017 - 81
Hospitality Design - December 2017 - 82
Hospitality Design - December 2017 - 83
Hospitality Design - December 2017 - Special Feature: Cultural Impact
Hospitality Design - December 2017 - 85
Hospitality Design - December 2017 - 86
Hospitality Design - December 2017 - 87
Hospitality Design - December 2017 - 88
Hospitality Design - December 2017 - 89
Hospitality Design - December 2017 - 90
Hospitality Design - December 2017 - 91
Hospitality Design - December 2017 - 92
Hospitality Design - December 2017 - 93
Hospitality Design - December 2017 - 94
Hospitality Design - December 2017 - 95
Hospitality Design - December 2017 - 96
Hospitality Design - December 2017 - 97
Hospitality Design - December 2017 - 98
Hospitality Design - December 2017 - 99
Hospitality Design - December 2017 - 100
Hospitality Design - December 2017 - 101
Hospitality Design - December 2017 - 102
Hospitality Design - December 2017 - 103
Hospitality Design - December 2017 - 104
Hospitality Design - December 2017 - 105
Hospitality Design - December 2017 - 106
Hospitality Design - December 2017 - 107
Hospitality Design - December 2017 - 108
Hospitality Design - December 2017 - 109
Hospitality Design - December 2017 - 110
Hospitality Design - December 2017 - Projects
Hospitality Design - December 2017 - The Hoxton, Paris
Hospitality Design - December 2017 - 113
Hospitality Design - December 2017 - 114
Hospitality Design - December 2017 - 115
Hospitality Design - December 2017 - Kimpton De Witt
Hospitality Design - December 2017 - 117
Hospitality Design - December 2017 - 118
Hospitality Design - December 2017 - 119
Hospitality Design - December 2017 - Hotel Henry
Hospitality Design - December 2017 - 121
Hospitality Design - December 2017 - 122
Hospitality Design - December 2017 - 123
Hospitality Design - December 2017 - 124
Hospitality Design - December 2017 - 125
Hospitality Design - December 2017 - Ad Index
Hospitality Design - December 2017 - 127
Hospitality Design - December 2017 - Back Space: Mary Alice Palmer
Hospitality Design - December 2017 - Cover3
Hospitality Design - December 2017 - Cover4
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