PHOTO: MICHAEL KLEINBERG
Hotel EMC2 is part of Marriott’s Autograph Collection, where no
What do Millennials want out of a hotel experience? Modern travellers value experience and community over opulence and material possessions, and hospitality is beginning to reflect that. Millennials crave an authentic experience, rooted to its time and place. Moxy is a great example of a brand designed for travellers who want a hotel to be a fun and coherent experience, not a sequence of formalised rituals. Our firm recently designed three key amenity areas for Moxy Times Square in New York. The restaurants, which are operated by the TAO Group, provide visitors with distinct experiences. Egghead is a compact, street-level fast casual spot. Legasea is a warm, intimate seafood brasserie on the 2nd floor. Inspired by classic amusement parks, the Magic Hour Rooftop Bar & Lounge is a series of playful dining and lounge areas with views of the city skyline. What don’t they want? Sameness and anonymity. For decades, hotel brands focused on the homogenisation and streamlining of their properties. It was more about reliability and consistency and less about the enjoyment of difference. Difference was regarded as a flaw. For example, we recently completed Hotel EMC2 in Chicago. The property is part of Marriott’s Autograph Collection. The brand emphasises individuality. No two Autograph hotels are alike. Our client approached Rockwell Group because he wanted something different from any other hotel. It’s great to have a developer that’s passionate about their project in a personal way and collaborates along the journey to ensure all the points align to make magic. The hotel is located in a burgeoning science-driven district in Chicago, so our goal as designers was to capture the intersection of
CLAD mag 2018 ISSUE 4
PHOTO: WARREN JAGGER
two hotels are the same
Moxy is a fun brand designed for Millennial travellers
art and science. The design concept for the lobby, restaurant, amenities, and guestrooms celebrates the artist and scientist’s shared sense of discovery, creativity, and innovation. We balanced the two realms by focusing on the similarities between the artist and scientist – their shared sense of curiosity, creativity, and passion for innovation.