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| Hilton Garden Inn, Waikiki |
LOS ANGELES—When defining the boutique hotel experience, a few words come to mind: authentic, immersive and local. These buzzwords are characteristics that help to define what travelers crave and what many hotel brands try to emulate.
“As more and more international hotel brands emphasize boutique aesthetics, it is no longer an option for designers to decorate hospitality spaces with generic artwork created by bulk manufacturers,” said Beatrice Girelli, co-founder and design director, Indidesign, based here. “Locals and travelers alike expect more out of hotel lobbies and public spaces. They look for interiors that are comforting, while also inspiring and unique. The spaces that are intriguing are oftentimes the ones that guests return to time and time again.”
Girelli and her team have produced diverse projects that are supported by technical expertise and strong project management. Her mission is twofold: to create memorable projects for her clients and inspire a growing team. “We distinguish our work with a fanatical attention to detail and a commitment to the highest quality standards through a research of creative solutions in keeping with our clients’ budgets and timeframes during all phases of the design process,” said Girelli.
For the Palace Hotel in San Francisco, the firm’s inspiration for the restoration came from the building’s history. The team at Indidesign collaborated with Eaton Fine Art to find artwork that spoke to the landmarked hotel’s past. At the Hilton Garden Inn Waikiki Beach, the island’s environment and culture inspired the artwork. Framed pieces pay homage to the lush nature of Honolulu and introduces vibrant saturated colors to the palette of the rooms, which is fairly organic, noted Girelli.
In an interview with Hotel Business Design, Girelli shares how designers can avoid generic hotel art and select pieces that are worthy of the wall.
Start with research. Girelli recommends designers research the local culture and local lifestyle as well as opportunities to introduce local elements and collaborate with local artists as much as possible. “We also look closely at existing, competing products on the local market to make sure that we maintain a unique voice,” she said.
Art can be cyclical. At a certain stage in the lifecycle of any product there is a need to change the point of view and refresh, noted Girelli. “I think this can apply to any commodity or to any element of the design. I do believe, though, if the quality of the artwork is curated and has become a distinction factor for the property, that artwork will remain as the property regenerates certain aspects of the design,” she said. “Poster art, for sure, does not survive.”
Create a narrative. The firm follows a strong narrative behind its designs and will find inspiration for the artwork in natural elements, history, architecture, fashion and culture, to name a few. “We dive deep into the history of our properties and generally, there are stand-out figures, forms or ideas that strike us as inspiring. We take anything we feel strongly about and run with it,” she said. “Sometimes, this is a more literal approach but often it is a unique and personal interpretation. It depends on what is appropriate for the style and caliber of the project.”
The devil is in the details. It’s the details that contribute to the final execution. “Choosing generic subject matter, lack of variety in objects and little attention to details such as framing and matting choices can completely elevate the end result,” she said. “Or, if done poorly, can make it appear completely cheap.”
Make it feel like home. When presenting artwork, Girelli makes a conscious decision to present artwork, particularly in guestrooms that, as a whole, feels like a personal collection—pieces an individual may have collected over the years or throughout his or her travels. “We like to include a tastefully eclectic mix of media, formats and subject matter that have their own individual personalities but, of course, contribute to the same ‘big’ story or idea while conveying a cohesive sense of style,” she said. “The artwork speaks of a personal journey and taste, and cements the connection to the site, the property and, ultimately, the brand.”
When selecting art, Girelli encourages designers to step outside of the box and embrace nontraditional forms of art. “Technology art and video can also play an important role in the right environment. Art is not necessarily a conventionally framed print,” she said. “We strive to achieve an integrated, holistic experience where art is part of the design, and expressed through furniture, patterns, textiles, graphic and tri-dimensional elements.
—Corris Little
hotelbusinessdesign.com/
