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March 2018 \ BUILDING DIALOGUE \ 45 303-657-9700 AskBrinkmann.com BALFOUR AT STAPLETON | Denver, CO 63,000 SF Senior Living Facility ► ST. LOUIS │ DENVER │ KANSAS CITY ELEMENTS Hotel Design in the area, so the space serves as an attractive local gathering place while also providing an enticing taste of local culture for guests. The interior design reinforces Colorado’s outdoor-loving cul- ture, and ties to Cherry Creek’s history as a place for prospecting and gold-panning. Patrons can enjoy brews and food over a communi- ty table with a concrete top and gold veining. In a nod to the nearby RockyMountains, guests are greeted by a chair lift in the ground floor ele- vator lobby. These “Moxy moments” are uniquely Cherry Creek and Colorado. • Don’t Force Fit. Creating synergy between a corporate brand and local character requires creating a cohesive physical em- bodiment of sometimes-contradictory goals. For example, the Moxy Denver Cherry Creek has a specific brand to uphold – fun, flirtatious and millennial-minded – in Denver’s Cherry Creek North neighborhood, which is tradition- ally known for its upscale and refined palette. As a result, the hotel has a unique exterior design, with accent “boxes” tying to the vicinity of luxury retailers. A vertical screen accent evokes connections to pebbles in the Cherry Creek. The signatureMoxy “swoop” was reinterpreted in a natural wood band, manufac- tured from laminated timber to express Colorado’s affinity to nature, while still keeping on-brand. • Don’t Overlook the Detail s. Tackling these types of design projects requires a high level of strategy, creativity and conflict resolution. While navigating the challenge of blending the cor- porate brand and local flavor, don’t overlook the details that will make it all come to life. There are common things that hotel guests have come to ex- pect – a check-in desk, elevators, Wi-Fi, storage and an in-room TV, just to name a few. However, that doesn’t mean those things have to be common. Take advantage of the little things to infuse local character and subtle hotel branding. At Moxy Denver Cherry Creek, the lobby bar functions as the check-in desk, and guests are greeted with a “Got Moxy” cocktail upon arrival. The hotel’s elevators transform into photo booths. In the guest rooms, closets were traded out for peg walls and under-bed storage to leave room for a 47-inchwall-mounted TV. Each of these design elements meets the needs of the guests while also reinforcing the Moxy brand. When done well, architecture and design have the power to facilitate the adaptation of a global brand to a site-specific context to convey a unique expression, while maintaining and evolving brand identity. \\ tobias@jns.design The hotel’s branded entrance sets the tone for the guest experience.