Capturing Regionalism in Design
In an atmosphere of constant evolution, it becomes more important than ever to preserve a sense of place identity. Movements toward a more culturally and environmentally responsive architecture are now taking place. Hotel brands are responding to this need in attempts to connect back to their city’s history with an emphasis on community interaction.
Architects are encouraged to embrace regionalism and cultural building traditions, looking to vernacular forms and local conditions for their inspiration. Unique building techniques and homegrown materials create order within a space and help develop the overall tone or character of a project, providing a genuine experience.
This continuous emphasis on regionalism also extends to interior design. Showcasing local art and craftsmanship in a design can add a personal touch to a property while helping to define a hotel brand and promote local talent. New introductions of contemporary, boutique-style brand hotels to the U.S. market will feature "museum quality art," from each city's artists.
For hospitality companies, a strong brand identity can be its most valuable asset. Brands provide value to guests by promising a uniform standard of deliverable quality. A successful balance between consistency and distinctiveness must be found in order to allow each hotel to develop a distinct personality and embrace the culture of its market, enhancing the overall brand vision.
Principal, Advisory Services/Lead Workplace Strategist
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