Hospitality Design - May 2018 - 207

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NEXT GENERATION
Four past HD Wave of the Future honorees share their
current projects and advice for future designers

Adam Goldstein
principal, Studio Collective
Recently completed project: After three-plus
years of design and construction, Hotel Figueroa
opened in February in Downtown Los Angeles.
Although we are still completing a couple of
spaces, it feels good to have this one open.
Design details: It was a complete remodel of
a hotel originally built as a YWCA in 1926
including all the public spaces, rooms, and suites.
It had lived for the better part of the last 30 years
as a tourist hotel with a very DIY Moroccan
aesthetic. Our pitch to ownership was to strip
away the layers of paint and remnants of the
previous design to try and restore and highlight
the property's original Spanish Colonial design
while at the same time adding in some modern
details, furniture, and artwork to give the hotel a
more contemporary feel.

On the boards: Hotels
in LA, Napa Valley,
and Laguna Beach,
California, and
Honolulu; a new
private members'
club in Dallas; and
restaurants in Maui, Punta Mita, and in the arts
district of Downtown LA.
Advice you wish you had gotten when starting out:
Nothing is sacred. Fight for what you believe in,
but if you fight over every detail, you'll just end up
with a migraine and high blood pressure. Also,
don't burn any bridges. Design is a very small
world and you never know when paths will cross
again.
Panel: NEWH Annual Expo Breakfast: The

Young Entrepreneurs: May 3rd, 9 a.m.

A tropical mural clads the exterior
of the Hotel Figueroa

our hotels. The furniture is intended
to be modern with the occasional
inherited item. For the Gen 4.0
design, we've taken this concept
and refined it to create a space that
is minimalist, lighter, brighter, and
airier. In addition, just like in a typical
loft space, all the FF&E in this new
design has a purpose. Finishes are
less patterned and embellished.
It's about celebrating simple, plain
materials.

A rendering of the new re:fuel F&B
area of the Aloft Gen 4.0 refresh

Aliya Khan
vice president of design, global design
strategies, AC Hotels, aloft, element, Moxy
Recently completed project: We just finished
working on a new generation of Aloft Hotels-
Gen 4.0. It was a tremendous opportunity
and learning experience since I worked on
the original more than a decade ago. We took
thoughtful insights from our owners and from

the field about what they liked about the brand
and how we could improve, using [the feedback]
to reimagine the design to ensure Aloft stays
unique in its category and relevant for the next
generation of travelers.
Design details: Aloft has always been different
by design. It is inspired by the essence of a loft
space. Lofts are typically conversions from other
industrial spaces, and this style runs throughout

On the boards: Two projects I'm really
excited about this year are phase two
of the Aloft redesign and a Moxy U.S.
bedroom refresh.

Advice you wish you had gotten when starting out:
Travel more. Not just for traditional tourism
but to see how people live, engage, entertain,
commute, dress, eat, drink, everything. Travel and
observation are the best inspiration for design.

Panel: NEWH Annual Expo Breakfast: The

Young Entrepreneurs: May 3rd, 9 a.m.; and
Owners' Roundtable: May 3rd, 10:30 a.m.

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Hospitality Design - May 2018

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