Design
signers to think different but not trendy . A trend fades out , a brand identity does not — if it evolves wisely .
Conrad Smith , managing director , ReardonSmith Architects , London : At a time of ever-increasing lack of coordination between interior and exterior architecture , I would like to stand up for form following function . The work of a “ starchitect ” engaged to create an exciting form or an urban sculpture is a wonderful thing to behold until you have to squeeze in a 200- key international hotel with efficient gross to net to meet the requirements of owner and operator . Please , can architects design whole buildings , not just photo opportunities for their next brochure ?
h : What should hospitality designers focus on ? timothy Griffin , director of North America , Ennismore , London : There ’ s a temptation today to over-provision technology . Do guests really need complex colored lighting , mind-blowing temperature controls , confusing TVs and an iPad to order room service ? Should designers instead focus on making the space easy to engage with , as if you ’ re in your own home , with intuitive , low-key technological innovations , while being cognizant that people want to kick back in a hotel room and not study the instruction manual ?
Please , can architects design whole buildings , not just photo opportunities for their next brochure ?
mazza : The industry needs to focus upon the psychological shifts being driven by younger generations but affecting society as a whole . It ’ s not enough for a hotel to have a funky restaurant and internet access — we need to understand what guests find valuable and why disruptions like the sharing economy hold such appeal . For the industry to remain competitive , designers , with support from hotel brands , operators and developers , need to be free to experiment with new ideas rather than follow safe , formulaic routes .
— CoNRAD SMitH darrell lonG , partner , HBA Los Angeles : While the paradigm in the design industry has often been to pull from contextual precedent as inspiration , the advent of personally curated instant image feeds has created a culture of indolence . Our role is simple — create inventive spaces that lend value to each project and reinforce our intellectual property . We need to look forward in our designs and continue to reinvent ; each project has its own unique story to tell , one that is of its time and place , and new and true to itself .
Smith : Dubai is a wonderful place . However , so are London , Amsterdam , Paris and every city that has previously been allowed to grow organically . Context is vital when designing interiors and exteriors . New , challenging design solutions created for their unique surroundings can be the finest examples of architecture , which develop ideas for the future that will stand the test of time . Too often a lazy practice will tweak its last design , which was a tweak of the one before — and before you know it , the urban landscape has become a wasteland of underwhelming mediocrity .
h : What is one trend you are watching and why ?
Jeremie triGano , general director , Mama Shelter , Paris : We are very sensitive to what is going on in the co-working field . A lot of office , restaurant and hotel actors are entering this market , which is seeing exponential growth . We still haven ’ t seen something that comes close to Mama ’ s DNA in this field and we think it could be fun for us to give it a shot .
martin Brudnizki , founder , Martin Brudnizki Design Studio , London : The terms luxury and quality have become intertwined with lifestyle and experience , so it is now rare to find a hotel that is just a place to rest your head . Hotels have become social destinations and the design is focused on the holistic experience of the guest . It ’ s a great feeling to stay somewhere and know that the best restaurant or bar in that city is just downstairs and that you have unmitigated access . Or to have the ability to meet a client in the lobby , in an environment you feel comfortable in . Hotel design is also becoming more localized , and as a designer it is important that what we create reflects the neighborhood and works with the local community and its history .
48 hotelsmag . com September 2016