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44 / BUILDING DIALOGUE / March 2018 ELEMENTS Hotel Design M ajor global hotel brands are successful for a reason. They’ve cracked the code for cus- tomer loyalty by providing a sense of pre- dictability, safety and ease of use for guests through a high level of standardization. While these factors, as well as perks such as rewards programs, are valu- able, some global hotel brands – likeMarriott – are also recognizing what many boutique hotels have known for a long time: Guests want to experience something unique. Whether traveling for work or leisure, hotel guests want an authentic experience that not only provides a “home away from home” environment, but also the opportunity to discover a new neighborhood, city and culture. The best way for a global hotel brand to provide this type of experience? Work with local architects and de- signers. Sincemany global hotel brands operatewithina fran- chise model, they already work with local hotel real es- tate developers and operators. Using local architect and design firms that understand the social, environmental, and construction-related context of a specific area can further morph a branded product into a unique prop- erty. Creating a local experience within the parameters of a corporate-branded hotel brand requires thoughtful consideration of the needs of the client as well as the community. While there aremany lessons to be learned in this process, here are four design do’s and don’ts we live by. • Do Your Research. It is the role of architects and de- signers to capture the unique vibe of an area while maintaining the standard feel and features of the large hotel brand. In order to do this well, theymust immerse themselves in both the neighborhood’s culture as well as the brand’s past, present and future. For example, we were challenged with the recently opened 170-key Moxy Denver Cherry Creek – a Marriott concept – to give guests a local experience while adapt- ing and introducing a relatively new brand to the U.S. audience. Popular in Europe, Moxy targets millennial travelers and is known for a focus on social connection. This particular hotel is one of the earliest ground-up de- velopments of the Moxy brand in the U.S. Through a patient, iterative process, we designed for key traits of the brand, such as the ultra-efficient 180-square-foot guest rooms, which necessitated careful approaches to in-room storage and lighting, as well as the experiential focus in common areas, creating mem- orable opportunities for guests and locals to interact. • Do Create a Sense of Place. Having a pulse on what the local community values and needs allows the corpo- rate-branded hotel to integrate into the existing flow of the neighborhood. Guests get a more authentic experi- ence of place and culture (with the security of a known brand), while neighbors embrace the hotel as an import- ant part of their community – the kind of place you rec- ommend to friends or family staying in town. At Moxy Denver Cherry Creek, a key design element was the incorporation of an outdoor beer garden, serv- ing local craft brews, located on the street level and ad- jacent to the hotel’s entrance. There is no place like it Tobias Strohe Partner, Johnson Nathan Strohe Design Do’s and Don’ts of Localizing a Global Hotel Brand: Moxy Denver Cherry Creek Multiple seating areas provide various opportuni- ties for social connection. Checking in? Head over to the bar to get your key card. Moxy’s signature “swoop” was reinterpreted into a natural wood band.