Hotel project- branding, luxury hotels, business and leisure.
Developer Requirements
The hotel is distinctly urban in that it is an integral part of the 19th century Victorian brick fabric of the city, the approach of the developer is to use the original historic layers of the construction, retaining something of it’s image, quality workmanship and character, symbolic of the city’s former prestige, and therefore it’s heritage. Whilst stripping back unnecessary 20th century additions. The result desired by the hotelier, is a unique boutique hotel, combining heritage with a fresh mix of new layering which brings it to the contemporary urban life and to the cultural, technological and lifestyle standards of the high-flying city dwelling guests they want to attract.
The hotel is required to include the following-bar/restaurant/café facility visible from the street; and some retained brickwork (ie. not glass curtain walled across the facade). Other specifics noted as needing consideration in the refurbishment are-a semi public lobby linking all public- semi public service spaces in an elegant and transparent way whilst also being part of the street(ie. Appears accessible and inviting); a high quality restaurant that opens up to the public as well as hotel guests; high quality bedrooms, workrooms, private quarters for the clientele; all effective support areas for the above ie. Kitchens, laundry stores, garderobe, WCs.
Vision
My approach to the design is to provide a bespoke hotel, with hand-crafted time-less design, with a high level of attention to detail and finishes. Although this will result in a high initial cost, the value and prices that can be charged for services and accommodation will greatly increase, and it will also mean that the hotel will not need constant updating. With the rising affluence, expected standards, and awareness of interior design this will allow the hotelier to create a customer base, a unique brand, and one that doesn’t require the expense to keep up with fickle fashion trends (generally changing every 3-5 years). Other luxury brands that focus on quality of service and practical solutions have an average marketing life of fifteen years before a new concept is required, and guests will commonly pay 250% extra per night stay, so the initial outlay is certainly justified financially.
Using the developer’s intentions for a hotel which builds on the local culture and legacy, the design influences and the advertised brand will be based on the locally (Speke) based and internationally highly regarded Jaguar brand, taking inspiration from the air-craft industry, which will also be relevant due to the local John Lennon Airport, and the how the design expertise influence luxury super-car design, in terms of materials, processes, crafting, technology and their superior resulting form, such as the hand-riveted aluminium streamlined body panelling, both aesthetically pleasing and practical.
Detailed Brief
Like the Jaguar and other high-quality brands they provide an ‘experience’ with the use of practical design, technological advancement, specialist crafting, extreme customer comfort achieved by anatomically shaped design, luxurious long-lasting materials and rich textures that help convey a ‘price feel’ and status as a consumer, but still maintain an important sense of value, with carefully selected finishes, refined construction, attention to detail and provision of extra custom choices and a personal service. I wanted these concepts to influence the design of the luxury hotel, and so I focused on incorporating custom hand-built furniture; the application of the human body shapes and measurements to create comfort and warmth; using curved, floating layouts to create the sense of movement and free space; applied a luxury palette of classic black and whites and infusions of super-car trademark colours eg. Lambo-yellow, Ferrari-Red; and used rich, durable materials. A high level of personal service will be provided to guests with, five-star dining with Michelin star chefs, 2 maids per floor of 10 king-beds, with room service, dry-cleaning and light refreshments and media assistance with in-house technical staff to help visiting lecturers set up presentations, chauffeur service into the city and pool-side waiters.
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The hotel is distinctly urban in that it is an integral part of the 19th century Victorian brick fabric of the city, the approach of the developer is to use the original historic layers of the construction, retaining something of it’s image, quality workmanship and character, symbolic of the city’s former prestige, and therefore it’s heritage. Whilst stripping back unnecessary 20th century additions. The result desired by the hotelier, is a unique boutique hotel, combining heritage with a fresh mix of new layering which brings it to the contemporary urban life and to the cultural, technological and lifestyle standards of the high-flying city dwelling guests they want to attract.
The hotel is required to include the following-bar/restaurant/café facility visible from the street; and some retained brickwork (ie. not glass curtain walled across the facade). Other specifics noted as needing consideration in the refurbishment are-a semi public lobby linking all public- semi public service spaces in an elegant and transparent way whilst also being part of the street(ie. Appears accessible and inviting); a high quality restaurant that opens up to the public as well as hotel guests; high quality bedrooms, workrooms, private quarters for the clientele; all effective support areas for the above ie. Kitchens, laundry stores, garderobe, WCs.
Vision
My approach to the design is to provide a bespoke hotel, with hand-crafted time-less design, with a high level of attention to detail and finishes. Although this will result in a high initial cost, the value and prices that can be charged for services and accommodation will greatly increase, and it will also mean that the hotel will not need constant updating. With the rising affluence, expected standards, and awareness of interior design this will allow the hotelier to create a customer base, a unique brand, and one that doesn’t require the expense to keep up with fickle fashion trends (generally changing every 3-5 years). Other luxury brands that focus on quality of service and practical solutions have an average marketing life of fifteen years before a new concept is required, and guests will commonly pay 250% extra per night stay, so the initial outlay is certainly justified financially.
Using the developer’s intentions for a hotel which builds on the local culture and legacy, the design influences and the advertised brand will be based on the locally (Speke) based and internationally highly regarded Jaguar brand, taking inspiration from the air-craft industry, which will also be relevant due to the local John Lennon Airport, and the how the design expertise influence luxury super-car design, in terms of materials, processes, crafting, technology and their superior resulting form, such as the hand-riveted aluminium streamlined body panelling, both aesthetically pleasing and practical.
Detailed Brief
Like the Jaguar and other high-quality brands they provide an ‘experience’ with the use of practical design, technological advancement, specialist crafting, extreme customer comfort achieved by anatomically shaped design, luxurious long-lasting materials and rich textures that help convey a ‘price feel’ and status as a consumer, but still maintain an important sense of value, with carefully selected finishes, refined construction, attention to detail and provision of extra custom choices and a personal service. I wanted these concepts to influence the design of the luxury hotel, and so I focused on incorporating custom hand-built furniture; the application of the human body shapes and measurements to create comfort and warmth; using curved, floating layouts to create the sense of movement and free space; applied a luxury palette of classic black and whites and infusions of super-car trademark colours eg. Lambo-yellow, Ferrari-Red; and used rich, durable materials. A high level of personal service will be provided to guests with, five-star dining with Michelin star chefs, 2 maids per floor of 10 king-beds, with room service, dry-cleaning and light refreshments and media assistance with in-house technical staff to help visiting lecturers set up presentations, chauffeur service into the city and pool-side waiters.
Click on an image to view larger...