Hospitality Design - August 2019 - 95

In the Graduate Eugene, a dramatic installation
of 135 vintage Nike posters line a lobby wall

The presidential suite at the Graduate Eugene
combines natural wood with textured patterns

The lobby at the Graduate Seattle
employs a 1930s Art Deco aesthetic

perfect fit for Alford, who took what he learned
from his time working at Universal Studios
and Kimpton Hotels and merged those lessons
into a concept that is at once nostalgic and
eclectic. The brand, he says, "rekindles those
feelings of camaraderie, of new experiences
and ideas" that comes with the wide-eyed
excitement of being an undergrad. He calls the
design strategy a "greatest hits radio station,"
using the local history of small college markets
to create playful, colorful guest experiences.
"We're writing a love letter to each one of these
communities," Alford says, "and you can't
plagiarize a love letter."
From the beginning, Alford was embedding
parts of himself into the design. At the
inaugural Athens, Georgia property, an 1850s
iron foundry was renovated into a lobby and
live music venue to celebrate Alford's love
of rock band R.E.M., which hails from the
southern town. The aesthetic of the Tempe,
Arizona Graduate, meanwhile, was inspired
by photos from his grandparents' vacations
he longed to go on. "It's almost like therapy,
working out these ideas and resolving them
through design," he says.
It still plays into his ethos today. A selfdeclared "sneaker and shoe freak," Alford
outfitted the lobby at the recently opened
Graduate Eugene in Oregon with a front desk
display case housing the first four generations
of Nike shoes (the company was founded there)
from the '70s, including a pair made for the
1972 Olympic running team, as well as a wall of
135 vintage Nike posters.
The Eugene property is one of 10 the
brand is slated to open this year, adding to
its portfolio of 16 (23 are in the design phase).
In addition to its first international property
in Cambridge, England, Graduate is also
expanding to primary markets, including the
recently opened Seattle outpost, with New York
(Snøhetta is designing the 18-story hotel's sleek
façade for Cornell's Tech campus on Roosevelt
Island) and Nashville on the boards.
Despite this move to more urban settings,
the brand's cheeky personality remains intact.
In Nashville, for example, an all-pink rooftop
watering hole and a ground-floor karaoke bar
are in the works, the latter putting singers on
stage with Chuck E. Cheese-style animatronic
animals.
For Alford, he says the spectacle remains
cathartic. "It brings me back to those two
minutes somebody is riding a roller coaster and
not thinking about their problems. We want the
same thing with our properties."
See m ore at hospi t al i t ydesi g n.com

hospitalitydesign.com August 2019

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Hospitality Design - August 2019

Table of Contents for the Digital Edition of Hospitality Design - August 2019

Hospitality Design - August 2019
Contents
from the editor
behind the design
people: hd awards
people: hd siteseeing
sketchbook
brand identity: renaissance hotels
brand identity: 25hours hotels
hd expo recap: the box
on the boards: pendry hotels
interview: new hoteliers
interview: p.r.s. oberoi and adam d. tihany
5 questions for damien perrot
designer profile: nir meiri
carpet
made in america
seating
surfaces
brand builders: larry traxler
brand builders: andrew alford
brand builders: celia geyer
brand builders: brad wilson
Projects
twa hotel
little shelter
dovecote
ad index
back space: kemper hyers
Hospitality Design - August 2019 - Intro
Hospitality Design - August 2019 - Hospitality Design - August 2019
Hospitality Design - August 2019 - Cover2
Hospitality Design - August 2019 - 1
Hospitality Design - August 2019 - 2
Hospitality Design - August 2019 - 3
Hospitality Design - August 2019 - 4
Hospitality Design - August 2019 - Contents
Hospitality Design - August 2019 - 6
Hospitality Design - August 2019 - 7
Hospitality Design - August 2019 - from the editor
Hospitality Design - August 2019 - 9
Hospitality Design - August 2019 - 10
Hospitality Design - August 2019 - 11
Hospitality Design - August 2019 - behind the design
Hospitality Design - August 2019 - 13
Hospitality Design - August 2019 - 14
Hospitality Design - August 2019 - 15
Hospitality Design - August 2019 - people: hd awards
Hospitality Design - August 2019 - 17
Hospitality Design - August 2019 - 18
Hospitality Design - August 2019 - 19
Hospitality Design - August 2019 - 20
Hospitality Design - August 2019 - 21
Hospitality Design - August 2019 - people: hd siteseeing
Hospitality Design - August 2019 - 23
Hospitality Design - August 2019 - 24
Hospitality Design - August 2019 - sketchbook
Hospitality Design - August 2019 - 26
Hospitality Design - August 2019 - 27
Hospitality Design - August 2019 - 28
Hospitality Design - August 2019 - brand identity: renaissance hotels
Hospitality Design - August 2019 - 30
Hospitality Design - August 2019 - 31
Hospitality Design - August 2019 - 32
Hospitality Design - August 2019 - 33
Hospitality Design - August 2019 - 34
Hospitality Design - August 2019 - brand identity: 25hours hotels
Hospitality Design - August 2019 - 36
Hospitality Design - August 2019 - 37
Hospitality Design - August 2019 - 38
Hospitality Design - August 2019 - 39
Hospitality Design - August 2019 - 40
Hospitality Design - August 2019 - 41
Hospitality Design - August 2019 - 42
Hospitality Design - August 2019 - hd expo recap: the box
Hospitality Design - August 2019 - 44
Hospitality Design - August 2019 - 45
Hospitality Design - August 2019 - 46
Hospitality Design - August 2019 - 47
Hospitality Design - August 2019 - 48
Hospitality Design - August 2019 - 49
Hospitality Design - August 2019 - 50
Hospitality Design - August 2019 - 51
Hospitality Design - August 2019 - on the boards: pendry hotels
Hospitality Design - August 2019 - 53
Hospitality Design - August 2019 - 54
Hospitality Design - August 2019 - interview: new hoteliers
Hospitality Design - August 2019 - 56
Hospitality Design - August 2019 - 57
Hospitality Design - August 2019 - 58
Hospitality Design - August 2019 - 59
Hospitality Design - August 2019 - 60
Hospitality Design - August 2019 - 61
Hospitality Design - August 2019 - 62
Hospitality Design - August 2019 - 63
Hospitality Design - August 2019 - 64
Hospitality Design - August 2019 - interview: p.r.s. oberoi and adam d. tihany
Hospitality Design - August 2019 - 66
Hospitality Design - August 2019 - 67
Hospitality Design - August 2019 - 5 questions for damien perrot
Hospitality Design - August 2019 - 69
Hospitality Design - August 2019 - 70
Hospitality Design - August 2019 - designer profile: nir meiri
Hospitality Design - August 2019 - 72
Hospitality Design - August 2019 - carpet
Hospitality Design - August 2019 - 74
Hospitality Design - August 2019 - 75
Hospitality Design - August 2019 - 76
Hospitality Design - August 2019 - made in america
Hospitality Design - August 2019 - 78
Hospitality Design - August 2019 - 79
Hospitality Design - August 2019 - 80
Hospitality Design - August 2019 - seating
Hospitality Design - August 2019 - 82
Hospitality Design - August 2019 - 83
Hospitality Design - August 2019 - 84
Hospitality Design - August 2019 - 85
Hospitality Design - August 2019 - 86
Hospitality Design - August 2019 - surfaces
Hospitality Design - August 2019 - 88
Hospitality Design - August 2019 - 89
Hospitality Design - August 2019 - 90
Hospitality Design - August 2019 - brand builders: larry traxler
Hospitality Design - August 2019 - 92
Hospitality Design - August 2019 - 93
Hospitality Design - August 2019 - brand builders: andrew alford
Hospitality Design - August 2019 - 95
Hospitality Design - August 2019 - brand builders: celia geyer
Hospitality Design - August 2019 - 97
Hospitality Design - August 2019 - brand builders: brad wilson
Hospitality Design - August 2019 - 99
Hospitality Design - August 2019 - 100
Hospitality Design - August 2019 - 101
Hospitality Design - August 2019 - 102
Hospitality Design - August 2019 - 103
Hospitality Design - August 2019 - 104
Hospitality Design - August 2019 - Projects
Hospitality Design - August 2019 - twa hotel
Hospitality Design - August 2019 - 107
Hospitality Design - August 2019 - 108
Hospitality Design - August 2019 - 109
Hospitality Design - August 2019 - 110
Hospitality Design - August 2019 - 111
Hospitality Design - August 2019 - little shelter
Hospitality Design - August 2019 - 113
Hospitality Design - August 2019 - 114
Hospitality Design - August 2019 - 115
Hospitality Design - August 2019 - 116
Hospitality Design - August 2019 - 117
Hospitality Design - August 2019 - dovecote
Hospitality Design - August 2019 - 119
Hospitality Design - August 2019 - 120
Hospitality Design - August 2019 - 121
Hospitality Design - August 2019 - 122
Hospitality Design - August 2019 - 123
Hospitality Design - August 2019 - 124
Hospitality Design - August 2019 - 125
Hospitality Design - August 2019 - ad index
Hospitality Design - August 2019 - 127
Hospitality Design - August 2019 - back space: kemper hyers
Hospitality Design - August 2019 - Cover3
Hospitality Design - August 2019 - Cover4
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