Boutique Design - July/August 2018 - 52

5 The upcoming Thompson Dallas
picks up on some of-the-moment
elements, such as the wood-andmetal shelving here, to make
its luxury lifestyle vibe resonate
today and tomorrow.

Thompson hoTels
Jamie Sabatier, ceo, Two Roads Hospitality (TRH), isn't afraid to
say "no." Their brands Joie De Vivre, Destination, Alila and
Thompson have to be in the specific markets that allow for the
authenticity that is key to the Two Roads story. With a
Thompson, however, the process is even more selective as it is
not just about growing the brand but about growing it right. Tom
Luersen, Two Roads' chief operating officer, agrees, "Not all
markets can or should have a Thompson, so we're challenged
with sticking to our vision, maintaining the brand's integrity and
cachet, and ensuring that it doesn't expand into markets or
neighborhoods that don't make sense," he points out. At the
moment, upcoming locations in Texas (Dallas, San Antonio and
Houston), Los Angeles, Miami and Washington D.C. are a fit for
the lifestyle flag formerly led by Jason Pomeranc and his family.
While TRH, with its relatively small stable of brands, doesn't
have to define "swim lanes" with the same precision as its
14-to-30-plus flag industry peers (think Hilton and Marriott
Intl.), over the last 12 months they've put their portfolio under a
microscope to highlight what distinguishes each of their offerings. For Thompson, it means staying true to the original vision
of aspirational, residentially informed luxury but not being so
rigid that the brand doesn't evolve or welcome new innovative
ideas. "We stay fresh and relevant because design is our ethos;
not a rulebook," says Luersen.
"Our portfolios allow for uniqueness-we seek both
creativity and differentiation. That said, we still want to feel like
our designers 'get it.' We are drawn to designers that have
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explored our [existing] hotels and reference this in their RFP
submissions-this can show us that they do understand our
brand (or not!)," says Luersen. But, even though the website
namechecks the work of Martin Brudnizki Design Studio, Tara
Bernerd & Partners, Jim Walrod, Studio Gaia and II by IV Design,
Two Roads is not looking to confine itself to that stable of global
design stars. Merriman Anderson Architects takes the lead on
Thompson Dallas, set to open fall 2019, while Parts and Labor
Design is helming the new Thompson in D.C.'s Navy Yards.
What's Two Roads' Luersen looking for from outside
designers? Spaces that excel in both form and function. Indoor/
outdoor areas need to be well-executed but still weatherproofed and energy efficient. All public spaces should allow for
easy F&B service, as well as work and social spaces. And, when
it comes to meeting rooms, think past one-size-fits-all. "Groups
today are looking for more unique options," says Luersen. "We
want to create Instagrammable environments to entice potential MICE and social events business but also ensure that these
facilities are flexible enough to cater to the needs of varying
groups. This is an area of opportunity for our designers-especially those working on larger footprint hotels in our Destination Hotels brand, but it also applies to Thompson's event
spaces." That sums up Two Roads' approach to Thompson:
Know their hotels but don't ask for brand standards; understand their design ethos but don't be afraid to innovate, and
above all, surprise and delight them. Good advice to catch the
eye of any potential client in the lifestyle space. 

Jamie Sabatier
Two Roads hospiTaliTy

tom LuerSen
Two Roads hospiTaliTy

COURTESY OF T WO ROADS HOSPITALIT Y (LUERSEN, SABATIER, THOMPSON)

two Roads Hospitality

http://www.boutiquedesign.com

Boutique Design - July/August 2018

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