Hospitality Design - December 2017 - 46

perspectives

brand identity hilton

Guestrooms in Canopy's inaugural
Reykjavik property are warm and
cool with a palette of ocean blue and
gray volcanic rock

From Krause Sawyer, a rendering of the rooftop bar Whiskey Charlie at
Canopy's recently opened DC property mixes dark and light materials

hallmark, scrap underutilized closets, adding
gel memory foam mattresses and a proper table
for laptop work. Before launching the brand,
there was a nine-step journey where groups
accustomed to lifestyle properties weighed
in, even in model room reviews after launch,
suggesting, for example, that the hallboy, a fulllength mirror with a shelf built into it, shouldn't
make the final cut. "The research created the
brand. We have to start with the consumer at

046

December 2017 hospitalitydesign.com

heart and then figure out what the articulation
is of that," says Vanderslice, adding it is the most
researched brand in Hilton's history with some
13,000 judgments from the U.S., UK, and China.
At the core of each one of Hilton's luxury
projects is a richly detailed narrative about 120
pages long that "we deliver in person to the
owner, designers, and decision-makers," says
Traxler. The design approach is no less intense.
"We march through the guest journey from the

time they walk in the door until they make their
way into the room. Each of the different key
components of the hotel is broken down, and we
describe what it is we're trying to achieve there,"
he continues. Then, there are the localized briefs,
in which designers tackle questions about the
neighborhood's past and future before it flows
into the concept design stage. Working with the
right designers is key, especially while Canopy
is forging its path. Select firms from across the
globe were chosen for deep brand immersions,
culminating in partnerships with Toronto's
Studio Munge, London's ACME, and Coral
Gables, Florida-based EoA.
Steffen credits thorough due diligence and
the celebration of ideas like honest, natural
materials and residential, eclectic touches that
contribute to the brand's commitment to a
timeless aesthetic. "The overall design and the
feeling doesn't go away," he says. "That's another
critical factor in how we've designed Canopy: it's
true to the neighborhood."
The recently opened Canopy by Hilton
Washington DC The Wharf, with a design
from New York firm Krause Sawyer, is part
of a massive multiuse redevelopment of
the Southwest Waterfront on the shore of
the Potomac River that mixes hotels, retail,
and restaurants (many of which will be
local standouts) with residential and office
components. The reimagined Wharf stays true


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Hospitality Design - December 2017

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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