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CONCEPT DESIGN

THE COMPETITION "I N THE M ID ST OF C HAOS, TH ERE I S ALSO OPPORT UN I TY"

CONCEPT DESIGN

• Moxy is a brand with attitude and a real fashion led, high energy hotel. Their branded as a boutique hotel with the heart of a hostel. The hotels are typically located in urban settings that are destinations for travelers seeking a new experience - they call this "urban camping." • They cater for large groups and offer guests a dedicated booking coordinator. They take the hassel out of group bookings as they organize everything for you. • They do a good job of infusing local culture into the experience for those that are seeking to know what the community has to offer. • Instagram your story #atthemoxy! Capture guest experience in a socially relevant way that is appealing to the demographic. • Moxy hosts a competition called the Blank Canvas competition. They invite illustrators, photographers, spatial artists, sculptors, drawers, street and graffiti artists to submit their work and join the “Blank Canvas” competition. If selected an artist or photographers from anywhere in the world can showcase their work within a City Hotel.

CONCEPT DESIGN

• Radisson Red has a new hotel philosophy that connects with an ageless millennial mindset through art, music and fashion. A non-stuﬀy hotel without rigid rules which oﬀers all the amenities for a comfortable and enjoyable stay providing advanced technology and gives control to the guest.

CONCEPT DESIGN

• An experience design led hostels. • A relaxed and comfortable experience that is accessible to all. • Large groups with incentives such as the bachelor and bachelorette parties is free with group bookings. They will take care of the bookings.

• A hotel inspired by art, music, fashion and connects with the city and neighborhood location. It highlights local amenities and coﬀee shops not just the typical tourist establishments.

• An events page that provides extensive information on events both neighborhood and within the wider city. Culture, sports, food and beverage, music, nightlife and arts. Extensive reviews of local food & beverage oﬀerings on website.

• App allows check in/out, food order, keyless entry, direct access to the concierge and “guest chat” to share local knowledge of best bars / restaurants and places to meet! They advertise their local knowledge of the area. Travel tips on website featuring top 3 independent spots to visit.

• They partner with the pioneers of live music broadcasting for a series of exclusive one-oﬀ events across our properties. These parties were curated by Boiler Room, with international heavyweights and scene veterans playing alongside emerging local talent all of these were live-streamed from our bars, galleries and cinema spaces.

• Always Local. Created menus from local, seasonal produce to allow guests to taste the heart and soul of the city. • Fashion shows / local DJs / artist of the month! They also host emerging artists competitions.

CONCEPT DESIGN

rban hotels

All the competition in our price bracket of the urban hotel market currently deploys the same tactics. They say they are part of a part of the city or blend with the city. The reality is that they take parts of a city and try to shoe horn it into their model.

ther hotel brands offer expensive experiential packages such as helicopter rides or celebrity chef dining packages that are more affordable to higher income travelers. TRYP provides a gateway to neighborhood enthused cultural offerings that are cost effective and appealing to a wider demographic. We at TRYP feed our neighborhood in the same way they feed the experiences for our guest. They are the inspiration for our creativity and in return we give them our business and encourage them to grow with us.

Authentic but to what?

RYP Hotels was founded by Spanish group Meliá, however the brand now falls in the safe hands of the Wyngham Hotel Group. Over the years, the brand has evolved into what we see today, the narrative of the brand has remained in essence but has forgotten who it is. It retains a link with its roots by offering tapas style F&B but the heart of the Mediterranean country has been watered down. In today's urban hotel market we find ourselves walking and talking the same as our direct competitors. There is a reason for this and it's because the guests need state is simple. The urban hotel market is filled with well designed hotels in strong locations within cities across the globe. So how do we stand out in this market? By looking at the one thing that still draws on the Spanish heritage; food. Traditional Spanish cuisine is down-to-earth, uncomplicated food that is based on the ingredients available locally or the crops grown regionally. Mountains run through Spain in several directions, acting as natural barriers to communication and making transportation difficult until the last half of the 20th century. This is just one of the reasons why cooking differs so much from region to region. Another contributing factor to its essence is the fact that Spain was created by uniting many small kingdoms, each with their own traditions.

CONCEPT DESIGN

DESIGN ESSENCE "Spain, the Land of Passion"

CONCEPT DESIGN

Just like its cuisine, Spain’s cites are a melting pot of cultures, styles and inﬂuences. These cultural factors are all layered over a simple natural background.

ngland has it's weather; Paris has it's romance, but Spain has long been called the "Land of Passion". There is a ﬁre burning within the heart of Spain that is bursting to explode into dance, song and anger, but this all lies dormant under a sleepy calm and simple exterior. We continued to look to food but also turned to fashion to draw our inspiration. Rather than the traditional Spain we looked to modern examples. Clean and simple lines build the base for bold blocks of contrasting color throughout the design erupting the surface and evoking emotions. Simple patterns drawn from modern architecture and art forms are used to draw the eye and lead you on a journey though the space. No direct references to Spain are made, but the guests are aware of the unfamiliar feeling that is felt when found in a city or country that they have never explored. A mix of heavy furniture and so reﬁned lines provide a more relaxed peaceful atmosphere. Like the Flamenco, the room should be expressive and be able to change emotions throughout the day. We aim to build a platform for our guest that prepares them for the adventure that lays ahead of them in what ever city the are in.

CONCEPT DESIGN

The hotel becomes the canvas for the local city. The neighborhood deﬁnes the space through art and culture. The simple palette with accents allow a number of mediums to be overlaid to the scheme without each ﬁghting for attention.

The soul of the city is exposed at ﬁrst and last light.

Madrid's architecture is a wealth of inspiration.

A ﬂat base palette is drawn from both the city and the old Spanish tiles. This gives us a base color scheme to work with.

Strong signature colors associated with the brand are used as accents and vary from location to location.

CONCEPT DESIGN

BRAND POSITION

URBAN NOMAD

CONCEPT DESIGN

GROUND FLOOR PLANNING

BREAKFAST

BAR & F&B

LIBRARY

PLAZA CENTRAL

RECEPTION

CONCEPT DESIGN

"My House is your house" What makes the hostel or AirBnB so appealing is the experience. From the neighborhood to the people you meet, this all creates an adventure that you wouldn't have found in a traditional hotel. We want to draw our guests out from their room and down into the Plaza. We want to be seen as an open door to our neighbors, part of the community, not a community of our own.

Remove the barriers that stand between the guest and the neighborhood and let them mix and share the spaces that have been created.

CONCEPT DESIGN

ARRIVAL

The check-in should be part of the journey not just dropped in the space. Time is used as an addition to the feature wall. This is an indirect reference to global cites and travel. Welcome signage and local reference artwork are used to identify the location. Branding is removed from behind the check-in..... People know where they are.

CONCEPT DESIGN

PLAZA CENTRAL

The melting pot of the hotel, the Plaza, is a place to meet, recharge and a chance for us to capture neighborhood waunderers too.As well as the F&B offer on the ground floor, we will offer artisan coffee dispenced from high-end machines that complimentary throuout the day. We want to draw guests our of their rooms

CONCEPT DESIGN

LIBRARY It's not all about work, this space should be used to showcase art and local exhibitions. From fashion to books, from supper clubs to album launches, this is the creative heart of the hotel.

CONCEPT DESIGN

Food & Beverage

apas have evolved through Spanish history by incorporating new ingredients and influences. With this in mind, we look into our local pantry to create dishes for each location. Eating in Spain is a shared experience so we have moved the F&B offer as central in the Plaza as possible. The required breakfast buffet is hidden away a er use so that the guest can focus on the bar area without seeing empty spaces. Throughout the day the guest can use the F&B areas to work or relax depending on their needs. They should feel comfortable having lunch as they would having coffee at home. The menu is simple and small with complimentary light bites offered with drinks as the evening grows. With the lore of the big city at our front door, we are pushed to capture and hold guest. So like breakfast we should aim to be part of the memory and set them up for the night ahead. If our guest decides to stay with us, then they should feel like they are on the side streets of Madrid. Areas where they sat for breakfast or lunch now have table service. A tailored drinks menu for the location should invite them to try familiar classics with local flavors. Open zoning between the bar, cafe and lounge areas is lightly screened to create intimacy without isolating any areas for the service zone.

CONCEPT DESIGN

BREAKFAST But rst co ee.........

hey say breakfast is the most important meal of the day; it sets up our city explorer, our business warrior and a casual nomad for adventures that lay ahead of them. However, as an operator this is a challenge to manage. Some of the guests want a full sit down experience, some want to grab and go and others want to relax and plan the day ahead. The seating is designed to ďŹ‚ex with this need. The "buďŹ€et element" is positioned so when done it doesn't sit in the middle of the room unused.

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ALL DAY DINNING

CONCEPT DESIGN

BAR

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TAKEAWAY Breakfast, dinner or lunch; all freshly packed to order and ready for the guest.

CONCEPT DESIGN

TABLEWARE

CONCEPT DESIGN

GLASSWARE

Simple earthy tones mixed with strong patterns compliment the food while creating a strong ownership item for the brand. The opportunity is to have a range developed by North, South, East and West Coast Regions and then sold in retail outlets.

CONCEPT DESIGN

PUBLIC RESTROOMS

CONCEPT DESIGN

ABOVE & BEYOND

The restrooms should be a continuation of the lobby space and have their own impactful elements. Art shouldn't stop at the door.

CONCEPT DESIGN

UNIFORMS

CONCEPT DESIGN

Like the interior space, the staff uniforms should be simple but smart. The base color scheme has been pulled from the interior palette and the brand colors overlaid in a check form. Pops of bold color are suitable and woven into the details. All staff members wear the same base and layers of clothing are added depending on their roll and position within the hotel. Most importantly staff should feel comfortable and proud to be wearing the TRYP brand.

CONCEPT DESIGN

THE CONCIERGE

Welcome to your local guide, backseat driver is found on the app or on the internal system. Its designed to give you the latest and most up to date places to be and things to see. A mixture of guest and hotel staﬀ reviews help you plan your days and nights. But that's not all; if you are unsure or need some inspiration, "let us drive" will plan a day for you. Whole days, half days or nights on the town. Pick your desired day and we will plan a step-bystep guide.

Now that you have your perfect day planned, we give you the choice of printing a map that you can collect at the front desk or use our in app map to guide you there. Need any bookings for your big day not a problem, click the sign me up button and our front desk will make all the arrangements leaving you free to enjoy your coﬀee.

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CONCEPT DESIGN

CORRIDORS

CONCEPT DESIGN

ROOMS " The calm amongst the storm"

ities can be over whelming places. Whether you are there for business or pleasure we all need a place to recharge and reset for the next day. Calming tones continue into these spaces with small signature pops of color. These pops are much more subdued then on the ground ďŹ‚oor. Each room has been designed to a need state rather than just a cookie cutter approach. We've explored who and how the room is going to be used and then pieced together a narrative that captures the story of each.

CONCEPT DESIGN

KING “A room with a view”

CONCEPT DESIGN

DOUBLE “A journey shared”

CONCEPT DESIGN

FAMILY “East kisses west”

CONCEPT DESIGN

NEIGHBORHOOD TOUCHES TORONTO, CA Collaborate with Local Roasters for in house coﬀee blends.

Curation pieces will be sourced from local ﬂea markets and help build an unique story to the lobby and area.

Let TRYP connect you with the local Arts community by providing a schedule of the latest art shows and coordinating a tour through Graﬃti Alley. Art work will be brought into predetermined art zones in the hotel and incorporated into

The hotel sources local ingredients from the St Lawrence Market, recently named National Geographics best in the world. Just a short walking distance away, you can treat your senses as you see, smell and sample fresh product and cheese.

CONCEPT DESIGN

NEIGHBORHOOD TOUCHES

Create local partnerships with coďŹ€ee shops and distilleries to develop special blends and unique tastes that have a local relevance to the city. Using local apples throughout food and beverages gives a twist to the palette.

DETROIT, MI

Pair with local bakeries and sweet shops for the treats le in the rooms for guests at check-in - BON BON BON is a local Bon Bon candy manufacturer and has created some signature tastes to Detroit such as the Boston Cooler that is reminiscent of a Detroit drink.

The inhouse menu is a mix of standard and local favorite specialities. The main menu will incorporate local produce. Guest cooking classes and supper clubs will also take place through out the year.

Bringing the city's music history to the hotel by celebrating its roots with Motown; whether in the artwork, local performers or guided tours to some of the major recording studios where it was all made.

CONCEPT DESIGN

NEIGHBORHOOD TOUCHES NASHVILLE, TN

Jack Daniels Whiskey with sugar bacon. Whisky infused drinks as well as free tastings at night. Learn the history of the drink and how to make it or just be social and have a drink with us.

If it was good enough for Johnny Cash, it works for us. Hot chicken share plates, all coated in a recipe developed for TRYP by a local partner.

Music inspired coasters and artwork form album covers used through out the space. A music related sculpture is used in the lobby and corridor. Acoustic gigs will be performed in the library to guest and locals.

Nashville is known as Music City USA - Famous artists have played and recorded there so let's help ďŹ nd the next big thing. We have space so let's showcase new local artists.