Hospitality Design - March/April 2015 - 91
special feature
lifestyle
brands
By Kathleen Kervin, Alissa Ponchione, and
Stacy Shoemaker Rauen
1
2
MODERN MINDSET
Nine brands enter the lifestyle market
Lifestyle hotels have been all the rage this
past year, with a new offering seeming to be
announced every few weeks. The impetus
for these new brands comes from changing
guest demographics (thank Millennials in
part for that) and evolving needs. Authenticity,
community, location, and technology are now
the dominant drivers. Here, we take a deeper
look-from the history to the ethos to design
highlights-at nine recently debuted industry
game changers.
Virgin Hotels
The Backstory: Four-plus years in the making
since its original announcement that Sir
Richard Branson's prolific brand was entering
the hotel sphere, Virgin has opened its first
property in Chicago, housed in the Old Dearborn
Bank Building, a 27-story Art Deco landmark in
the Loop designed in 1928 by C.W. and George
L. Rapp Architects. Now it is home to 250
guestrooms, multiple restaurants, and a spa.
Highlights: "People are surprised that it's not
what they expected-something very modern,
very sleek, like the airline," explains Raul Leal,
Virgin Hotels CEO. "We surprised them by
saying, 'Hey, this is another side of Virgin you
haven't seen.' It's warm, comfortable, not over
designed. It's not in your face." Working with
Rockwell Group Europe, original details like
a cigar bar and ornate ceilings mingle with
elements that bring to life Virgin's don't-take-
1+2. The Funny
Library and Commons
Bar in Virgin Hotels
Chicago's Commons
Club, part bar, study,
and restaurant and the
communal heart of the
hotel.
hospitalitydesign.com March/April 2015
091
http://www.hospitalitydesign.com
Hospitality Design - March/April 2015
Table of Contents for the Digital Edition of Hospitality Design - March/April 2015
Contents
Online TOC
From the Editor
People
Perspectives
Sketchbook
Sustainable Studio Kittitian Hill
Places Miami
Interview Christopher Norton
5 Questions for Ron Arad
Products
Profile Autoban
Luxury
Bath
Special Feature Lifestyle Brands
HD Expo Preview
From the Show Director
Products
Conference Highlights
Projects
Hotel Zoo Berlin
One&Only Hayman Island
Sofitel So Singapore
Sixty Soho
Ad Index
Back Space
Hospitality Design - March/April 2015 - Intro
Hospitality Design - March/April 2015 - Cover1
Hospitality Design - March/April 2015 - Cover2
Hospitality Design - March/April 2015 - 1
Hospitality Design - March/April 2015 - 2
Hospitality Design - March/April 2015 - 3
Hospitality Design - March/April 2015 - 4
Hospitality Design - March/April 2015 - 5
Hospitality Design - March/April 2015 - 6
Hospitality Design - March/April 2015 - Contents
Hospitality Design - March/April 2015 - 8
Hospitality Design - March/April 2015 - 9
Hospitality Design - March/April 2015 - 10
Hospitality Design - March/April 2015 - 11
Hospitality Design - March/April 2015 - 12
Hospitality Design - March/April 2015 - Online TOC
Hospitality Design - March/April 2015 - 14
Hospitality Design - March/April 2015 - 15
Hospitality Design - March/April 2015 - 16
Hospitality Design - March/April 2015 - 17
Hospitality Design - March/April 2015 - 18
Hospitality Design - March/April 2015 - 19
Hospitality Design - March/April 2015 - From the Editor
Hospitality Design - March/April 2015 - 21
Hospitality Design - March/April 2015 - 22
Hospitality Design - March/April 2015 - 23
Hospitality Design - March/April 2015 - 24
Hospitality Design - March/April 2015 - 25
Hospitality Design - March/April 2015 - People
Hospitality Design - March/April 2015 - 27
Hospitality Design - March/April 2015 - 28
Hospitality Design - March/April 2015 - 29
Hospitality Design - March/April 2015 - 30
Hospitality Design - March/April 2015 - 31
Hospitality Design - March/April 2015 - 32
Hospitality Design - March/April 2015 - 33
Hospitality Design - March/April 2015 - 34
Hospitality Design - March/April 2015 - Perspectives
Hospitality Design - March/April 2015 - 36
Hospitality Design - March/April 2015 - Sketchbook
Hospitality Design - March/April 2015 - 38
Hospitality Design - March/April 2015 - 39
Hospitality Design - March/April 2015 - 40
Hospitality Design - March/April 2015 - 41
Hospitality Design - March/April 2015 - 42
Hospitality Design - March/April 2015 - 43
Hospitality Design - March/April 2015 - 44
Hospitality Design - March/April 2015 - 45
Hospitality Design - March/April 2015 - 46
Hospitality Design - March/April 2015 - 47
Hospitality Design - March/April 2015 - 48
Hospitality Design - March/April 2015 - Sustainable Studio Kittitian Hill
Hospitality Design - March/April 2015 - 50
Hospitality Design - March/April 2015 - 51
Hospitality Design - March/April 2015 - 52
Hospitality Design - March/April 2015 - 53
Hospitality Design - March/April 2015 - 54
Hospitality Design - March/April 2015 - Places Miami
Hospitality Design - March/April 2015 - 56
Hospitality Design - March/April 2015 - 57
Hospitality Design - March/April 2015 - 58
Hospitality Design - March/April 2015 - 59
Hospitality Design - March/April 2015 - 60
Hospitality Design - March/April 2015 - 61
Hospitality Design - March/April 2015 - 62
Hospitality Design - March/April 2015 - Interview Christopher Norton
Hospitality Design - March/April 2015 - 64
Hospitality Design - March/April 2015 - 65
Hospitality Design - March/April 2015 - 66
Hospitality Design - March/April 2015 - 67
Hospitality Design - March/April 2015 - 5 Questions for Ron Arad
Hospitality Design - March/April 2015 - 69
Hospitality Design - March/April 2015 - 70
Hospitality Design - March/April 2015 - 71
Hospitality Design - March/April 2015 - 72
Hospitality Design - March/April 2015 - Products
Hospitality Design - March/April 2015 - 74
Hospitality Design - March/April 2015 - Profile Autoban
Hospitality Design - March/April 2015 - 76
Hospitality Design - March/April 2015 - 77
Hospitality Design - March/April 2015 - 78
Hospitality Design - March/April 2015 - Luxury
Hospitality Design - March/April 2015 - 80
Hospitality Design - March/April 2015 - 81
Hospitality Design - March/April 2015 - 82
Hospitality Design - March/April 2015 - 83
Hospitality Design - March/April 2015 - 84
Hospitality Design - March/April 2015 - Bath
Hospitality Design - March/April 2015 - 86
Hospitality Design - March/April 2015 - 87
Hospitality Design - March/April 2015 - 88
Hospitality Design - March/April 2015 - 89
Hospitality Design - March/April 2015 - 90
Hospitality Design - March/April 2015 - Special Feature Lifestyle Brands
Hospitality Design - March/April 2015 - 92
Hospitality Design - March/April 2015 - 93
Hospitality Design - March/April 2015 - 94
Hospitality Design - March/April 2015 - 95
Hospitality Design - March/April 2015 - 96
Hospitality Design - March/April 2015 - 97
Hospitality Design - March/April 2015 - 98
Hospitality Design - March/April 2015 - 99
Hospitality Design - March/April 2015 - 100
Hospitality Design - March/April 2015 - 101
Hospitality Design - March/April 2015 - 102
Hospitality Design - March/April 2015 - 103
Hospitality Design - March/April 2015 - 104
Hospitality Design - March/April 2015 - 105
Hospitality Design - March/April 2015 - 106
Hospitality Design - March/April 2015 - HD Expo Preview
Hospitality Design - March/April 2015 - 108
Hospitality Design - March/April 2015 - From the Show Director
Hospitality Design - March/April 2015 - Products
Hospitality Design - March/April 2015 - 111
Hospitality Design - March/April 2015 - 112
Hospitality Design - March/April 2015 - 113
Hospitality Design - March/April 2015 - 114
Hospitality Design - March/April 2015 - 115
Hospitality Design - March/April 2015 - 116
Hospitality Design - March/April 2015 - 117
Hospitality Design - March/April 2015 - Conference Highlights
Hospitality Design - March/April 2015 - 119
Hospitality Design - March/April 2015 - 120
Hospitality Design - March/April 2015 - 121
Hospitality Design - March/April 2015 - 122
Hospitality Design - March/April 2015 - 123
Hospitality Design - March/April 2015 - 124
Hospitality Design - March/April 2015 - 125
Hospitality Design - March/April 2015 - 126
Hospitality Design - March/April 2015 - Projects
Hospitality Design - March/April 2015 - Hotel Zoo Berlin
Hospitality Design - March/April 2015 - 129
Hospitality Design - March/April 2015 - 130
Hospitality Design - March/April 2015 - 131
Hospitality Design - March/April 2015 - One&Only Hayman Island
Hospitality Design - March/April 2015 - 133
Hospitality Design - March/April 2015 - 134
Hospitality Design - March/April 2015 - 135
Hospitality Design - March/April 2015 - Sofitel So Singapore
Hospitality Design - March/April 2015 - 137
Hospitality Design - March/April 2015 - 138
Hospitality Design - March/April 2015 - 139
Hospitality Design - March/April 2015 - Sixty Soho
Hospitality Design - March/April 2015 - 141
Hospitality Design - March/April 2015 - 142
Hospitality Design - March/April 2015 - 143
Hospitality Design - March/April 2015 - 144
Hospitality Design - March/April 2015 - 145
Hospitality Design - March/April 2015 - 146
Hospitality Design - March/April 2015 - 147
Hospitality Design - March/April 2015 - 148
Hospitality Design - March/April 2015 - 149
Hospitality Design - March/April 2015 - Ad Index
Hospitality Design - March/April 2015 - 151
Hospitality Design - March/April 2015 - Back Space
Hospitality Design - March/April 2015 - Cover3
Hospitality Design - March/April 2015 - Cover4
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