Hospitality Design - December 2020 - 41
perspectives project breakdown
By Will Speros
A TALE OF TWO VIRGINS
The lifestyle hotel brand makes a statement in Nashville and Dallas
Photos courtesy of VIRGIN HOTELS
Since its announcement almost 10 years ago, Richard Branson's Virgin Hotels has been a brand to
watch. Now, as the lifestyle disruptor expands across the U.S. (the first opened in Chicago in 2015), and
continues to evolve, its properties are setting a new precedent for experiential design. Looking beyond
trend forecasts to conceive immersive hotels so deeply informed by the communities they serve, each
property emerges as a local cultural attraction all its own. " Through our design standards, we give it a
thread of the Virgin brand. But each hotel should uniquely feel like it's part of that community, " says
Virgin Hotels CEO Raul Leal.
This symbiosis is artfully captured in the brand's two newest outposts in Nashville and Dallas.
" We build these experiences, like the Commons Club [the brand's signature restaurant and bar], to
cater to the locals, but design them in a way that isn't a caricature or a mimicking of what someone
feels Nashville is [for example], " explains Teddy Mayer, vice president of design and technical services
for Virgin Hotels. " It's more in response to what is important to people in the community. " It's that
authenticity that in turn shapes memorable stays.
Eclectic knickknacks and rich colorways add to the whimsical
Funny Library coffee shop at the Virgin Hotels Nashville
hospitalitydesign.com December 2020
041
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Hospitality Design - December 2020
Table of Contents for the Digital Edition of Hospitality Design - December 2020
Hospitality Design - December 2020
contents
from the editor
behind the design
people: cityscene new york
people: hd awards
sketchbook
interview: on our radar
interview: david rockwell and melba wilson
interview: jacu strauss
trends: art hotels
project breakdown: virgin hotels
designer profile: a rum fellow
art
fabric and leather
flooring
upholstered furniture
looking ahead: experiential retail
looking ahead: market-driving museums
looking ahead: instagrammable exhibits
looking ahead: immersive education
looking ahead: hybrid spaces
looking ahead: beyond biophilic healthcare
looking ahead: urban biodiversity
1 hotel haitang bay sanya
qushui-lanting resort hotel
grand park hotel rovinj
ad index
back space: robin staten
Hospitality Design - December 2020 - Hospitality Design - December 2020
Hospitality Design - December 2020 - Cover2
Hospitality Design - December 2020 - 1
Hospitality Design - December 2020 - 2
Hospitality Design - December 2020 - 3
Hospitality Design - December 2020 - 4
Hospitality Design - December 2020 - contents
Hospitality Design - December 2020 - 6
Hospitality Design - December 2020 - 7
Hospitality Design - December 2020 - from the editor
Hospitality Design - December 2020 - 9
Hospitality Design - December 2020 - behind the design
Hospitality Design - December 2020 - 11
Hospitality Design - December 2020 - people: cityscene new york
Hospitality Design - December 2020 - 13
Hospitality Design - December 2020 - people: hd awards
Hospitality Design - December 2020 - 15
Hospitality Design - December 2020 - 16
Hospitality Design - December 2020 - sketchbook
Hospitality Design - December 2020 - 18
Hospitality Design - December 2020 - 19
Hospitality Design - December 2020 - 20
Hospitality Design - December 2020 - 21
Hospitality Design - December 2020 - 22
Hospitality Design - December 2020 - 23
Hospitality Design - December 2020 - 24
Hospitality Design - December 2020 - interview: on our radar
Hospitality Design - December 2020 - 26
Hospitality Design - December 2020 - 27
Hospitality Design - December 2020 - 28
Hospitality Design - December 2020 - interview: david rockwell and melba wilson
Hospitality Design - December 2020 - 30
Hospitality Design - December 2020 - interview: jacu strauss
Hospitality Design - December 2020 - 32
Hospitality Design - December 2020 - 33
Hospitality Design - December 2020 - 34
Hospitality Design - December 2020 - trends: art hotels
Hospitality Design - December 2020 - 36
Hospitality Design - December 2020 - 37
Hospitality Design - December 2020 - 38
Hospitality Design - December 2020 - 39
Hospitality Design - December 2020 - 40
Hospitality Design - December 2020 - project breakdown: virgin hotels
Hospitality Design - December 2020 - 42
Hospitality Design - December 2020 - 43
Hospitality Design - December 2020 - 44
Hospitality Design - December 2020 - 45
Hospitality Design - December 2020 - 46
Hospitality Design - December 2020 - designer profile: a rum fellow
Hospitality Design - December 2020 - art
Hospitality Design - December 2020 - 49
Hospitality Design - December 2020 - fabric and leather
Hospitality Design - December 2020 - 51
Hospitality Design - December 2020 - flooring
Hospitality Design - December 2020 - 53
Hospitality Design - December 2020 - 54
Hospitality Design - December 2020 - upholstered furniture
Hospitality Design - December 2020 - 56
Hospitality Design - December 2020 - 57
Hospitality Design - December 2020 - looking ahead: experiential retail
Hospitality Design - December 2020 - 59
Hospitality Design - December 2020 - 60
Hospitality Design - December 2020 - 61
Hospitality Design - December 2020 - looking ahead: market-driving museums
Hospitality Design - December 2020 - 63
Hospitality Design - December 2020 - looking ahead: instagrammable exhibits
Hospitality Design - December 2020 - 65
Hospitality Design - December 2020 - looking ahead: immersive education
Hospitality Design - December 2020 - 67
Hospitality Design - December 2020 - 68
Hospitality Design - December 2020 - looking ahead: hybrid spaces
Hospitality Design - December 2020 - 70
Hospitality Design - December 2020 - 71
Hospitality Design - December 2020 - looking ahead: beyond biophilic healthcare
Hospitality Design - December 2020 - 73
Hospitality Design - December 2020 - looking ahead: urban biodiversity
Hospitality Design - December 2020 - 75
Hospitality Design - December 2020 - 76
Hospitality Design - December 2020 - 77
Hospitality Design - December 2020 - 1 hotel haitang bay sanya
Hospitality Design - December 2020 - 79
Hospitality Design - December 2020 - 80
Hospitality Design - December 2020 - 81
Hospitality Design - December 2020 - 82
Hospitality Design - December 2020 - 83
Hospitality Design - December 2020 - qushui-lanting resort hotel
Hospitality Design - December 2020 - 85
Hospitality Design - December 2020 - 86
Hospitality Design - December 2020 - 87
Hospitality Design - December 2020 - grand park hotel rovinj
Hospitality Design - December 2020 - 89
Hospitality Design - December 2020 - 90
Hospitality Design - December 2020 - 91
Hospitality Design - December 2020 - 92
Hospitality Design - December 2020 - 93
Hospitality Design - December 2020 - ad index
Hospitality Design - December 2020 - 95
Hospitality Design - December 2020 - back space: robin staten
Hospitality Design - December 2020 - Cover3
Hospitality Design - December 2020 - Cover4
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