Hospitality Design - August 2022 - 55

A golden corridor in the
Kelly Wearstler-designed
Downtown LA Proper
Tara Bernerd combined rich textures
and midcentury furniture in Thompson
Hollywood's lobby living space
A collaboration between Perkins+Will and
Busta Studio, the Kimpton Pittman Dallas'
lobby features exposed steel and raw concrete
From longtime collaborator Deborah Berke Partners,
expansive windows look into 21c Museum Hotel
Chicago's art-filled reception area
Rockwell Group and DLR Group join AvroKO, which
is behind Stateside Kitchen (shown in a rendering),
on Dream Las Vegas, slated to open in 2024
MOS: Staying relevant is something we talk about a lot. Being a
contemporary art museum gives us a leg up. Everything is always of the
moment, but we're thinking about leisure travelers and how we can bring
certain amenities into those properties that have been open for 10 years. For
example, we're talking about blurring the line between hotel and short-term
rental opportunities.
On spotting trends
MS: The retail world is changing with more programming where you can
activate your brand in a virtual or physical space. There's an opportunity
with NFTs and the metaverse. It's not a substitute for travel, it's about
enhancing the space with something new to explore.
KK: We recently launched a physical NFT gallery in the Dream Hollywood
lobby, and it's transformed that area. It sparked this new community of
people who are engaging with the space. Because of that, we're launching a
membership club that will be sold with an NFT in the metaverse.
DM: We're fi guring out how to make restaurants and bars multi-venue
spaces where many diff erent things are happening at once. [Kimpton
founder] Bill Kimpton believed restaurant and bar spaces should speak to
the community whether through local initiatives or programs. Wellness is
also a priority. We've recently partnered with Talkspace, which is an online
mental health platform. It's about keeping guest care as a priority.
On responding to guests' changing desires
AM: When guests ask for something new, you should adapt. At the end
of the day, they are the ones who are paying for a room and creating the
demand. It's not a game that is only played by the brand or the design team.
It's a community of people from diff erent backgrounds creating these
experiences. They are looking to connect with people.
DM: Guests are smart, and you need to come up with something that is
grounded in something real. There are multiple people that inspire us
to create a vision, and we try to translate that into something that feels
right to the guest.
MOS: We're trained to do this because of the museum spaces, but
we're designing for fl exibility, which is diff erent than the typical
approach. A silver lining of COVID is it gave us a litt le more
freedom to test and iterate and not be so committ ed to one idea that
you can't try something diff erent.
AM: Designers are playing the safe game. They need to stop looking
for trends and start creating experiences that are relevant for a
guest. I want you to tell me a story before we talk about design. We
have a blank canvas to create a new plan. It's an opportunity. As a
whole industry, we should take it and push everything forward.
On pandemic lessons
MS: Consumers are making more conscious decisions when they
travel. They want to experience more, and they want be part of the
community.
MOS: It was a much-needed reset. We had been on a hamster wheel,
and it was a time to stop, refl ect, and reprioritize. We're a litt le more
intentional about how we're spending our time and money. Success
can be defi ned beyond fi nancial returns at this point. The brands
that stand for something are going to come out on top.
KK: It's about the guest experience. People want authenticity. We're
trying to bring that to a scale that is meaningful and makes a
diff erence.
hospitalitydesign.com August 2022
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Photos and renderings by PWP STUDIO, THE INGALLS, and courtesy of 21C, KIMPTON, and DREAM
http://www.hospitalitydesign.com
Hospitality Design - August 2022

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