CREJ

MARCH 2017 \ BUILDING DIALOGUE \

vibe and identity of the South Broadway corri-

dor. All guestrooms are designed to be a work/

play/stay concept, with a target demographic

of the “mid-millennial,” a 28- to 36-year-old

creative/tech professional who values high

design and expects a unique, local experience.

Guests encounter an unexpected fusion of past

and present urban eclecticism within the open

air public spaces, as well as individualized, lo-

cally sourced, decorative detailing and artifacts

within the guestrooms. The design feels warm,

and a little bohemian with unexpected design

details recalling the many layers of the building’s

past lives; for example, Edison bulb string lights

are used to illuminate the bathroom in place of

traditional sconce lighting.

In addition to how a guest might interact within

the room, we also studied how one might connect

with the SoBro neighborhood. The hotel occupies a

substantial portion of the block, and there is a re-

sponsibility to maintain the vitality of the pedestrian

experience by designing a first level that is open and acti-

vated. The firm envisions dynamic placemaking opportu-

nities for the hotel’s ground level that involve local retail

and mixed-use components – reflecting the uniquely cre-

ative, edgy identity of the surrounding blocks, and focus-

ing on creating public social spaces.

Perceptive to hospitality brands’ desire for distinctive,

personalized and identifiable representations of their

brand, a responsive design approach maximizes the poten-

tial for each project within its distinct locale. Responsive

design draws direction from culture, technology, commu-

nity and character. It leverages inherent possibilities that

actively encourage guests and, at times, the public to im-

merse themselves in a unique, authentic, local character.

ELEMENTS

Hospitality Design

Past and present collide in this guest room’s responsive design.

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