CLADmag issue4 2018

Page 95

PHOTO: MICHAEL KLEINBERG

Rockwell Group were responsible for the interior design of EMC2 in Chicago

SELFIE MOMENT Traditionally, the hotel lobby was a rather staid area with a formal reception. At millennial hotels, it must be not only a social space but also an Instagram moment. Designed by Stickman Tribe, Hotel Jen’s lobby, in Beijing, China, makes a statement with a dramatic tree sculpture with suspended porcelain leaves – perfect for a selfie to be taken and pinged around the world via social media. “Millennials want a hotel that has Instagrammable moments. Having a great overall design is not enough, there have to be recognisable, memorable moments throughout the hotel design,” says Jackie Koo, founder of Koo Architecture, who collaborated with Rockwell Group on the design of Chicago’s EMC2, in Illinois. Reception desks look set to become a relic: millennials don’t want to hang around waiting to be checked in. They want to do this at the bar while they have a beer and chat to staff about the best run route to the city’s hotspots. This means the lobby can become another space to hang out, to drink cocktails or smoothies. Marriott International’s vice president of global design strategies Aliya Khan says that this demographic likes humour and whimsy, so they had fun with the design for its millennialtargeted Moxy brand: “We have a see-saw in the lobby of our Seattle hotel. Why use a bench when you can drink your cocktail on a see-saw? I have 29 other brands where you can sit on a bench!” A choice of areas to hang out is essential, but millennials don’t want stuffy restaurants or bars lacking in atmosphere and full of only hotel guests. The bars and restaurants should be integrated with the neighbourhood and seen as a desirable place for locals too.

CLAD mag 2018 ISSUE 4

Jackie Koo (left) of Koo Architecture; Aliya Khan, global design strategy, Marriott International

CLADGLOBAL.COM 95