{"id":24063,"date":"2017-10-02T22:00:47","date_gmt":"2017-10-02T22:00:47","guid":{"rendered":"https:\/\/www.expedia.com\/stories\/?p=24063"},"modified":"2021-10-28T17:06:58","modified_gmt":"2021-10-28T17:06:58","slug":"interview-luxury-hotel-designer","status":"publish","type":"post","link":"https:\/\/www.expedia.com\/stories\/interview-luxury-hotel-designer\/","title":{"rendered":"An interview with a luxury hotel designer"},"content":{"rendered":"

\"\"There are times when you walk into a hotel and find yourself in awe of the intricate textures and elaborate features, but other times, you step into the lobby and the design elements are so smooth and seamless they almost go unnoticed. <\/p>\n

Both experiences are intentional. Hotel architects have a very deliberate idea of how they want guests to interact with their designs, and we wanted to know more about their creative process. How do you design a hotel? And what goes into hotel design planning and development? <\/p>\n

To find out more about the story behind luxury hotel designs, we got in touch with Jackson Butler, studio director at EDG Design. With over 20 years of experience, Butler infuses his native Virginia roots with newfound California vibes, creating prototype designs and developing brand standards, all while dreaming up works of art. To better understand his craft and how it relates to the hotel industry, we fired some questions his way:
\n

\"\"
EDG Office, San Francisco<\/span><\/em><\/figcaption><\/figure><\/p>\n

What considerations go into building a luxury hotel?<\/h3>\n

JB: First, we really dig into research. You have to understand the demographic to find what appeals to them and the markets that you\u2019re competing against. You also need a strong understanding of the sense of place. The details are what differentiates levels of luxury, and that involves everything from touchpoints to\u00a0design to operations.
\n\u00a0<\/p>\n

How does the specific city contribute to the hotel\u2019s design elements?<\/h3>\n

JB: We recently worked on the Manhattan Beach Autograph Collection Hotel and had to impart the feeling of\u00a0a quintessential Southern California escape (not an easy feat with all of the great coastal LA hotels). We ended up capturing the\u00a0picturesque town on the Pacific, home to spectacular beaches, endless sunny days, and the perfect blend of laidback vibes with elegant style; charm and culture; and relaxation and glamour.<\/p>\n

How do specific designs contribute to the guest experience?<\/h3>\n

JB: Design contributes to the guest experience in ways that the guest might not even notice at first. Everything from interior design to graphic design\u2014even how a chef plates a dinner\u2014lends a hand to the\u00a0overall\u00a0aesthetic and experience.\u00a0All these are the\u00a0culmination of research of\u00a0demographics, competitive studies, project goals,\u00a0and a fully fleshed out story to tie it all together.<\/p>\n

Is there a storytelling element to the design creation?<\/h3>\n

JB:\u00a0EDG has a branding\u00a0division\u00a0that helps capture the brand identity both strategically and visually. The story that is created in that brand\u00a0exercise is pulled through the entire project, from the moment you walk through the door through\u00a0touchpoints in the rooms.\u00a0<\/p>\n

Are there any new, innovative designs you\u2019re working on now?<\/h3>\n

JB: We\u2019re working with several clients in Silicon Valley, and they are always challenging us to “think differently.\u201d\u00a0As well, we have a Ritz Reserve under construction that has a kids\u2019\u00a0\u201cAmbassador of the\u00a0Environment\u201d activity center, where we have met\u00a0required minimum LEED and Green standards through specifications and sourcing of materials.
\n

\"\"
EDG Offices, San Francisco<\/span><\/em><\/figcaption><\/figure>\u00a0<\/p>\n

Are there any particular EDG touches that we could identify across properties?<\/h3>\n

JB: We pride ourselves on not having a design identity.\u00a0Each solution is generated from a uniquely \u201cfound” essence of place.\u00a0Experience draws one into learning or being intrigued to discover\u00a0\u201cwhy\u201d a space\u00a0looks and feels a certain way.<\/p>\n

What project or design elements in your career are you most proud of?<\/h3>\n

JB: I can\u2019t say I have a favorite. Every design we work on is about reaching a new level. Maybe capturing something more unique, more inventive, more innovative. There is something about every project that moves me and my team.\u00a0Some examples include: <\/p>\n