IIDA Perspective - Summer 2019 - 42

WHAT HOTEL

EXECUTIVES

WANT

Local Before Global: When a guest woke up in a global hotel
chain a decade ago, he or she would probably have to peer out
the window to distinguish whether they were in
Shanghai or Chicago. "There was this long history
of implementing a single unified design across all
of a brand's properties as a way to signal what
kind of hospitality experience the guest was
getting," says Lisa Holladay, global brand leader
for The Ritz-Carlton and St. Regis Hotels and
Resorts, and who is based in Washington, D.C.
Lisa Holladay
"Hotel design is becoming much more localized,
utilizing regional artwork and designers, while being influenced
by the destination's history," Holladay says.
When Brad Wilson, president of Ace Group Hotel in New York,
looks to expand the company's portfolio with a new property,
he makes it a point to seek out local designers,
artists, and artisans. "We want our hotels to
be monuments to the cities they live in," he
says. The Ace Chicago was the company's first
ground-up new-build property. Wilson was
eager to evoke the city's history throughout
the design, so he found designer Roman
Alonso to do just that. Alonso used plywood
Brad Wilson
throughout the space as a nod to Chicago
architect and icon Ludwig Mies van der Rohe and his frequent
use of wood paneling. Alonso also installed indigo-dyed canvas
panels in the sweeping lobby to invoke the city's jazz history. "I
think our guests respond to how we're inextricably tied to the
neighborhood and the city," Wilson says.
Digital Everything: "Hospitality is no exception to the
tremendous changes surrounding everything digital," says
Leonardo Baiocchi, regional vice president and general manager
of Four Seasons Hotels Resort Dubai.
Hilton, for instance, rolled out its Connected Room design
to more than 1,800 guest rooms in 2018 and plans to extend to
"tens of thousands of room globally," says Ian Carter, president
of global development, architecture, design,
and construction at Hilton in Washington,
D.C. The high-tech platform allows guests to
use touch or voice commands to personalize
multiple aspects of their experience, including
uploading their own photos to display in
their rooms. In some ways, the platform is an
extension of the Hilton mobile app, which allows
Ian Carter
guests to check in and unlock room keys with
their smartphones. But Connected Room goes further, enabling
guests to alter the lighting, window treatments, and artwork
of their space without needing to search for wall switches or
window cords.

42

perspective

iida.org/perspective

guests interested in making a purchase can charge a car to
their room-if they can afford it.
For many retailers, however, it's no longer enough to
simply have a presence in a hotel. Instead, many brands are
expanding their reach and launching hotels of their own.
Home and consumer goods retailers Muji, West Elm,
and Restoration Hardware have each launched their own
hotels, stocking them with their furniture and accessories.
In January, Shinola-known for its watches, bicycles, and
leather goods-debuted a 129-room property set in five
downtown Detroit buildings, with the goal of creating a
community hub for visitors and residents alike.
While these retailers certainly hope guests will
experience their goods and ultimately make a purchase,
they're also hoping that customers who have already
established a relationship with their products will extend
that loyalty to where they stay.
"Retail brands are experts at aligning their brand
identity with that of their customers," says Jackson
Thilenius, AIA, a principal at Retail Design Collaborative
in Long Beach, California. "For example, what you wear is
far more intimate than where you stay. This understanding
of target demographics and positioning of trendsetting
could be applied to hospitality in a way that enriches the
guest's bond with the hotel."
Transforming retail brands into full-on hotel
experiences does present some challenges. "From a
branding perspective, the retail identity needs to scale up
significantly," says Thilenius. "Many decisions need to be
made on the brand's approach to how various touch points
are going to be executed."
For Shinola's hotel, for example, guests interact with
the brand in several key ways. The rooms feature the
company's Runwell Desk Clocks, turntables, power strips,
and Shinola Cola. Employees wear specially designed
Shinola watches as part of their uniform. Guests can rent
Shinola bikes to use around the city. And, of course, all of
the items are available for purchase on-site.
To extend the brand into the space's look and feel,

Photos by: (top left) courtesy The Post Oak Hotel; (top right) courtesy West Elm HOTELS

Hotels going hybrid isn't the only movement defining hospitality
design. According to hotel executives, these two factors are also
currently at the top of the list.



IIDA Perspective - Summer 2019

Table of Contents for the Digital Edition of IIDA Perspective - Summer 2019

IIDA Perspective - Summer 2019
From IIDA
Contents
Next
Talk, Talk
Pre/Post
Powered by Design
From the Ashes
That Creative Spark
The Hybrid Hotel
Change of Seat
Scratch Pad
Insider Intel
IIDA News + Updates
Why This Design Works
IIDA Perspective - Summer 2019 - IIDA Perspective - Summer 2019
IIDA Perspective - Summer 2019 - Cover2
IIDA Perspective - Summer 2019 - From IIDA
IIDA Perspective - Summer 2019 - 2
IIDA Perspective - Summer 2019 - Contents
IIDA Perspective - Summer 2019 - 4
IIDA Perspective - Summer 2019 - 5
IIDA Perspective - Summer 2019 - Next
IIDA Perspective - Summer 2019 - 7
IIDA Perspective - Summer 2019 - 8
IIDA Perspective - Summer 2019 - 9
IIDA Perspective - Summer 2019 - 10
IIDA Perspective - Summer 2019 - 11
IIDA Perspective - Summer 2019 - Talk, Talk
IIDA Perspective - Summer 2019 - 13
IIDA Perspective - Summer 2019 - Pre/Post
IIDA Perspective - Summer 2019 - 15
IIDA Perspective - Summer 2019 - Powered by Design
IIDA Perspective - Summer 2019 - 17
IIDA Perspective - Summer 2019 - 18
IIDA Perspective - Summer 2019 - 19
IIDA Perspective - Summer 2019 - 20
IIDA Perspective - Summer 2019 - 21
IIDA Perspective - Summer 2019 - 22
IIDA Perspective - Summer 2019 - 23
IIDA Perspective - Summer 2019 - From the Ashes
IIDA Perspective - Summer 2019 - 25
IIDA Perspective - Summer 2019 - 26
IIDA Perspective - Summer 2019 - 27
IIDA Perspective - Summer 2019 - 28
IIDA Perspective - Summer 2019 - 29
IIDA Perspective - Summer 2019 - 30
IIDA Perspective - Summer 2019 - 31
IIDA Perspective - Summer 2019 - That Creative Spark
IIDA Perspective - Summer 2019 - 33
IIDA Perspective - Summer 2019 - 34
IIDA Perspective - Summer 2019 - 35
IIDA Perspective - Summer 2019 - 36
IIDA Perspective - Summer 2019 - 37
IIDA Perspective - Summer 2019 - The Hybrid Hotel
IIDA Perspective - Summer 2019 - 39
IIDA Perspective - Summer 2019 - 40
IIDA Perspective - Summer 2019 - 41
IIDA Perspective - Summer 2019 - 42
IIDA Perspective - Summer 2019 - 43
IIDA Perspective - Summer 2019 - Change of Seat
IIDA Perspective - Summer 2019 - 45
IIDA Perspective - Summer 2019 - 46
IIDA Perspective - Summer 2019 - 47
IIDA Perspective - Summer 2019 - 48
IIDA Perspective - Summer 2019 - 49
IIDA Perspective - Summer 2019 - Scratch Pad
IIDA Perspective - Summer 2019 - 51
IIDA Perspective - Summer 2019 - Insider Intel
IIDA Perspective - Summer 2019 - 53
IIDA Perspective - Summer 2019 - IIDA News + Updates
IIDA Perspective - Summer 2019 - 55
IIDA Perspective - Summer 2019 - Why This Design Works
IIDA Perspective - Summer 2019 - Cover3
IIDA Perspective - Summer 2019 - Cover4
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