Boutique Design - December 2018 - 18
CALISTOGA MOTOR & SPA, CALISTOGA, CALIFORNIA, DESIGNED BY AVROKO; BRAND BUREAU (A DIVISION OF AVROKO)
2018 GOLD KEY AWARDS
THE WHY FACTOR
FOR THE 12-MEMBER judging panel for the 38th annual Gold Key Awards for
Excellence in Hospitality Design, the wow factor was still a high priority in
deciding which of the more than 400 submissions made it to the finals. But it
was the "why" behind the wow that separated the best from the rest.
The judges' definition of what constitutes excellence was equal parts art and
science. Yes, looks count. Entrants only have eight images to justify what makes
their project a standout in a field that's never been more competitive. Since the
Gold Key decision-makers are clients (they have to recuse themselves if they
have any interest in a project), not peer design firms, they bring a 360-degree
perspective to assessing form, function and financials in their evaluations. The
overall concept as well as the details had to be different enough to get their
attention and make them want to stop the slideshow to explore the visual food
for thought. As they pointed out in their conversation during the judging and
later at a dinner sponsored by RH Contract and Valley Forge Fabrics, the
mandate for originality has taken on even more importance at a time when intellectual property is becoming a concern for designers and clients alike.
18
boutiquedesign.com DECEMBER 2018
While some projects won high marks for sheer cleverness or bold solutions
to tough briefs, many of the entries that impressed these industry thought
leaders did so by showing off a mastery of design fundamentals and geniusturns for really curating the FF&E-finding just the right yellow chair to set off
a blue room or working with a supplier to develop a rolling glass-paneled shade
to diffuse sun damage without impacting a resort room's view.
The question that came up most often as they reviewed the wide-ranging
stylistic approaches submitted in the 21 Gold Key categories was: Why? More
than ever, clients want every line item to be a design driver. That doesn't mean
"excellence" has to be minimalist if not brutalist. In fact, based on this year's
discussion, ascetic as an aesthetic is pretty much over. The judges were open to
layering that brought richness and look-and-look again points of discovery to
public spaces and guestrooms. But, every element had to justify its inclusion.
What else earned projects a place on the podium at the Gold Key gala?
Ideas like these.
* Color is back. Even in dark bars and Zen retreats, big or small hits of satu-
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Boutique Design - December 2018
Table of Contents for the Digital Edition of Boutique Design - December 2018
Boutique Design - December 2018
Contents
From the Editor
In This Issue
Check Out boutiquedesign.com
The Buzz
2018 Gold Key Awards: The Why Factor
Q+A:S+S=Success
Products: Casegoods
Products: Lighting
Exit Interview
Boutique Design - December 2018 - Intro
Boutique Design - December 2018 - Boutique Design - December 2018
Boutique Design - December 2018 - Cover2
Boutique Design - December 2018 - 1
Boutique Design - December 2018 - Contents
Boutique Design - December 2018 - 3
Boutique Design - December 2018 - From the Editor
Boutique Design - December 2018 - 5
Boutique Design - December 2018 - In This Issue
Boutique Design - December 2018 - 7
Boutique Design - December 2018 - Check Out boutiquedesign.com
Boutique Design - December 2018 - 9
Boutique Design - December 2018 - 10
Boutique Design - December 2018 - 11
Boutique Design - December 2018 - The Buzz
Boutique Design - December 2018 - 13
Boutique Design - December 2018 - 14
Boutique Design - December 2018 - 15
Boutique Design - December 2018 - 16
Boutique Design - December 2018 - 17
Boutique Design - December 2018 - 2018 Gold Key Awards: The Why Factor
Boutique Design - December 2018 - 19
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Boutique Design - December 2018 - Q+A:S+S=Success
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Boutique Design - December 2018 - Products: Casegoods
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Boutique Design - December 2018 - Products: Lighting
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Boutique Design - December 2018 - Exit Interview
Boutique Design - December 2018 - Cover3
Boutique Design - December 2018 - Cover4
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