We hear it time and time again regarding hotels that “the design needs to tell a story.”
Have you ever wondered where architects and interior designers begin to create their incredible visions? It usually starts with inspiration. This inspiration can spark creativity through many means — travel, nature, history, fashion and more. A good narrative is strong on imagination and prose. An excellent narrative is long on describing and curating the journey of the hotel guest — from booking through departure and everywhere in between.
Written discourse and physical surroundings converge in the power of a compelling design narrative that begins in one’s mind and is carried throughout the construction and accessorizing of a hotel or resort property.
Famous literary genius Ernest Hemingway created characters with lives parallel to his own. Similarly, design professionals tend to bring forward inspiration and familiarity from their own lives and context, or dive deep into research, local history and locale. Neither is right or wrong, just a matter of inspiration and perspective. Owners and developers should consider if they have an opinion on how their property’s design narrative is created or are willing to give the design professional free reign to roam.
Savvy design professionals steer clear of trite design cliches such as “mountain modern” or “shabby chic,” but sometimes include them in reference to their designs so that they are more universally understood. The most inviting hotel designs are compelling and cohesive from the expansive outside all the way through to the most minute detail. The layers and complexity in between are orchestrated with layouts, forms, colors, lighting, texture, art, materials and more.
I recently stayed at the Hotel Emma in San Antonio, Texas. I was transfixed by the story of the three Emmas who are woven into local lore, as well as the guest experience — a story of love, business, intrigue, deception, murder and exultation. I definitely expected one of the Emmas to appear at my breakfast table in the morning.
A few years ago, I took my family on vacation to the Hotel Del Coronado and was immediately swept up into the grandeur and intrigue of the wooden Victorian beach resort. One of my daughters is certain that during our stay she glimpsed the ghost of Kate Morgan, a woman who died under mysterious circumstances and is believed to haunt the hotel.
Think about your last visit to, or stay at, a boutique hotel or luxury property. Were you immediately captured by a sense of something unique and intriguing? Were you drawn to reading about the history and story of the property through the books, artwork and menus during your stay? Did you linger longer in the restaurant or bar because of the ambience, the music, the aromas, the service? Did you want to soak up “more” when you needed to prepare for departure? These are all wonderful signs that the design team did their job well!
Figurative and literal beauty converge in magical ways through the unfolding design and construction process of hotels and resorts. The first roll of sumptuous carpet is laid, the stunning surfaces are installed, the beautifully designed furniture, fixtures and equipment package is installed, and the lighting brings life to the space. Artwork adds depth and variety, and the architecture resounds throughout the finished property.
The recently completed renovation at The Arizona Biltmore hotel is a fabulous example of the proper planning and care that a property of its stature deserves. The simple headline of its design narrative, “America’s Icon, Reinvented: Where Past Meets Present,” invites one in to experience a setting like never before. The original inspiration and architecture have grown up over the years, and the recent reimagination has only heightened the enthralling immersion that the property offers. Whether strolling the meticulous grounds, basking in the sun at the Saguaro Pool or enjoying a cocktail at The Wright Bar, the soulful energy of the space elevates your senses and makes an imprint on your life.
So, the next time you are looking to develop, design, build or stay in a hotel, take a few minutes extra to breathe in the flavor of the property. Learn about the story and enjoy how the design narrative has played out on this sheet of music. Then add it to your sheath of travels, adding to and carrying these with you throughout your life.
Suzie Hall is the founder and president of Cornerstone Design.
The opinions expressed in this column do not necessarily reflect the opinions of Hotel News Now or CoStar Group and its affiliated companies. Bloggers published on this site are given the freedom to express views that may be controversial, but our goal is to provoke thought and constructive discussion within our reader community. Please feel free to contact an editor with any questions or concern.