Re-Branding

Originally a Hilton Garden Inn, the intent of the design was to re-brand as an Aloft. Hilton Garden Inn is not very similar to an Aloft, so the challenge was to create something modern and inviting that would work within either brand family. This way, the property could maintain the existing branding while they renovated the rest of the property, and apply for the Aloft moniker.
Hilton Garden Inn is supposed to be fresh, open and airy feeling. Modern and green. Aloft is more of a club like atmosphere, with color changing and moody lighting. To bridge the gap, we used board formed concrete to get the natural texture of wood grain into the darker concrete material, and an impressionist inspired pool fence of wood and glass to straddle the divide. A fire pit and La Cantina doors completed the design as a lounge extension of the existing restaurant. We also remodelled the gym as part of the project, relocating all of the pool mechanical equipment to expand the space.