NEWH - Winter 2020 - 62

COVER STORY

Creative Thinking
Encore tailors its approach to hospitality and beyond
By Alia Akkam
Photography by Annie Gannon Kaufman and courtesy of Encore Hospitality

W

hen Bobby Hotel opened steps from Nashville's
Printers Alley in 2018, its guestrooms flaunted bold
red plaid carpeting swirled with Rorschach-esque
ink blots. Custom designed by Encore Hospitality Carpet, they
meshed well with the edgy touches (chains, a retrofitted 1956
Scenicruiser in the rooftop lounge) that David Mexico Design
Group wove throughout the property.
By celebrating Nashville's musical heritage, Bobby Hotel is
an example of what Lisa Herreth, creative director at Encore,
observes as the hospitality industry's big shift to local, narrativedriven design. Hotels, she says, "are taking more nostalgic,
indigenous, and historical elements into consideration within the
communities in which they are immersed."
For such projects, like SFA Design's overhaul of the Waikiki
Beachcomber by Outrigger in Hawaii or the Art Deco-style St.
Jane in Chicago designed by Simeone Deary Design Group,
Encore has been a coveted collaborator since its inception in
2015 as a hospitality division within Brumlow Mills. A fourth
generation-owned family manufacturer of carpets and rugs

operating since 1981 in Calhoun, Georgia, Brumlow Mills
first made a name for itself with custom tufting projects for
other companies. In the midst of massive acquisitions and
consolidations in hospitality flooring, Brumlow Mills saw
another chance to evolve and established Encore, zeroing in
on a clamored-for personalized, boutique approach to flooring
products geared specifically to hospitality.
"We took it upon ourselves to put the customer front and
center, 24/7, and this remains the bedrock of our everyday
culture," says Jake Brumlow, principal and owner of Encore.
Between that round-the-clock service, diverse offerings, and
vertical integration that keeps prices competitive, five years
later Encore works with the industry's leading brands. This year
alone Encore was awarded the prototype schemes for Holiday
Inn, Candlewood Suites, Best Western, and Best Western
Plus, Brumlow points out. Encore is also a program vendor for
Choice Hotels, and is in development with other brands for
similar possibilities.
Design predilections are constantly changing, and at Encore
that generates creation. The emergence
of the resimercial aesthetic, for instance,
spawned the Habitat collection, which
"conjures feelings that a little piece
of home is within the space," explains
Herreth. "Distressed, antique rugs with
patterns that convey lineage, rustic
wood-like floors, and tonal neutral colors
with accents of black and navy define
the look."
She also notes the growth of biophilic
design and how Encore's new Rhapsody
collection of playful, unexpected
patterns is meant to organically bolster
a hotel's living walls and water features.
"Biophilia becomes a softening of the
urban, concrete, high-rise world that
the 1980s built, stimulating the mind
and body with sights, smells, sounds,
and touches of nature that we might
find in our own backyard," she says of
the surge of interest in bringing the
outdoors inside.

This page: Habitat features sophisticated patterns in tonal neutrals that elicit a sense
of sanctuary and lend a resimercial vibe. Substrate resilient color Bali is also shown.

62	 www.newh.org


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NEWH - Winter 2020

Table of Contents for the Digital Edition of NEWH - Winter 2020

NEWH - Winter 2020
TABLE OF CONTENTS
PRESIDENT’S LETTER
NEWS
GUEST PERSPECTIVE
GUEST PERSPECTIVE
WHO’S WHO
CONFERENCE ROUNDUP
HAVE YOU SEEN?
SCHOLARSHIPS
SCHOLARSHIP HEROES
INTERVIEW
SUSTAINABILITY
Q&A: EDGAR GUTIERREZ
Q&A: BRITTANY SPINNER
Q&A: VANESSA VAUGHAN
ON THE COVER
PROJECT: WHITE ELEPHANT PALM BEACH
PROJECT: TERRAMOR OUTDOOR RESORT
PROJECT: citizenM SEATTLE
PROJECT: MELT BY MELISSA
PROJECT: LEFAY RESORT
CHAPTER HIGHLIGHTS
SAVE THE DATE
NEW MEMBERS
PARTNER PROFILES
AD INDEX
NEWH - Winter 2020 - NEWH - Winter 2020
NEWH - Winter 2020 - Cover2
NEWH - Winter 2020 - TABLE OF CONTENTS
NEWH - Winter 2020 - PRESIDENT’S LETTER
NEWH - Winter 2020 - 5
NEWH - Winter 2020 - NEWS
NEWH - Winter 2020 - 7
NEWH - Winter 2020 - GUEST PERSPECTIVE
NEWH - Winter 2020 - 9
NEWH - Winter 2020 - 10
NEWH - Winter 2020 - 11
NEWH - Winter 2020 - GUEST PERSPECTIVE
NEWH - Winter 2020 - 13
NEWH - Winter 2020 - 14
NEWH - Winter 2020 - 15
NEWH - Winter 2020 - WHO’S WHO
NEWH - Winter 2020 - 17
NEWH - Winter 2020 - 18
NEWH - Winter 2020 - 19
NEWH - Winter 2020 - 20
NEWH - Winter 2020 - 21
NEWH - Winter 2020 - 22
NEWH - Winter 2020 - 23
NEWH - Winter 2020 - 24
NEWH - Winter 2020 - 25
NEWH - Winter 2020 - CONFERENCE ROUNDUP
NEWH - Winter 2020 - 27
NEWH - Winter 2020 - HAVE YOU SEEN?
NEWH - Winter 2020 - 29
NEWH - Winter 2020 - 30
NEWH - Winter 2020 - 31
NEWH - Winter 2020 - 32
NEWH - Winter 2020 - 33
NEWH - Winter 2020 - 34
NEWH - Winter 2020 - 35
NEWH - Winter 2020 - 36
NEWH - Winter 2020 - 37
NEWH - Winter 2020 - 38
NEWH - Winter 2020 - 39
NEWH - Winter 2020 - SCHOLARSHIPS
NEWH - Winter 2020 - 41
NEWH - Winter 2020 - 42
NEWH - Winter 2020 - 43
NEWH - Winter 2020 - SCHOLARSHIP HEROES
NEWH - Winter 2020 - 45
NEWH - Winter 2020 - INTERVIEW
NEWH - Winter 2020 - 47
NEWH - Winter 2020 - 48
NEWH - Winter 2020 - 49
NEWH - Winter 2020 - 50
NEWH - Winter 2020 - 51
NEWH - Winter 2020 - SUSTAINABILITY
NEWH - Winter 2020 - 53
NEWH - Winter 2020 - 54
NEWH - Winter 2020 - 55
NEWH - Winter 2020 - Q&A: EDGAR GUTIERREZ
NEWH - Winter 2020 - 57
NEWH - Winter 2020 - Q&A: BRITTANY SPINNER
NEWH - Winter 2020 - 59
NEWH - Winter 2020 - Q&A: VANESSA VAUGHAN
NEWH - Winter 2020 - 61
NEWH - Winter 2020 - ON THE COVER
NEWH - Winter 2020 - 63
NEWH - Winter 2020 - PROJECT: WHITE ELEPHANT PALM BEACH
NEWH - Winter 2020 - 65
NEWH - Winter 2020 - 66
NEWH - Winter 2020 - 67
NEWH - Winter 2020 - PROJECT: TERRAMOR OUTDOOR RESORT
NEWH - Winter 2020 - 69
NEWH - Winter 2020 - 70
NEWH - Winter 2020 - 71
NEWH - Winter 2020 - PROJECT: citizenM SEATTLE
NEWH - Winter 2020 - 73
NEWH - Winter 2020 - 74
NEWH - Winter 2020 - 75
NEWH - Winter 2020 - 76
NEWH - Winter 2020 - 77
NEWH - Winter 2020 - PROJECT: MELT BY MELISSA
NEWH - Winter 2020 - 79
NEWH - Winter 2020 - PROJECT: LEFAY RESORT
NEWH - Winter 2020 - 81
NEWH - Winter 2020 - 82
NEWH - Winter 2020 - 83
NEWH - Winter 2020 - CHAPTER HIGHLIGHTS
NEWH - Winter 2020 - 85
NEWH - Winter 2020 - 86
NEWH - Winter 2020 - 87
NEWH - Winter 2020 - 88
NEWH - Winter 2020 - 89
NEWH - Winter 2020 - 90
NEWH - Winter 2020 - 91
NEWH - Winter 2020 - 92
NEWH - Winter 2020 - 93
NEWH - Winter 2020 - 94
NEWH - Winter 2020 - 95
NEWH - Winter 2020 - SAVE THE DATE
NEWH - Winter 2020 - 97
NEWH - Winter 2020 - NEW MEMBERS
NEWH - Winter 2020 - 99
NEWH - Winter 2020 - 100
NEWH - Winter 2020 - 101
NEWH - Winter 2020 - PARTNER PROFILES
NEWH - Winter 2020 - 103
NEWH - Winter 2020 - 104
NEWH - Winter 2020 - 105
NEWH - Winter 2020 - AD INDEX
NEWH - Winter 2020 - Cover3
NEWH - Winter 2020 - Cover4
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