Why do you think conversion projects are so hot right now?
Conversion projects are the ultimate sustainable projects. Buildings that have gone through many renovations are often muddied and suffocated by layers of cobbled modifications. Often, the design opportunities are hiding in plain sight, and I think good architecture and design can transcend their original form and we can help reimagine these spaces.
What attracts you to conversion projects?
Architecture typically starts with a blank canvas, an open mind—it makes you question every detail. The site and program provide a vehicle to test ideas, which can and should be both intimidating and exciting as design defines the world in which we live. If all we are doing is checking the programmatic boxes then this is not architecture. Conversion projects are exciting because they have shed the program. The “bones” or the architecture matters most, and it is as if we get to paint on a used canvas. All of our work is inspired by the site, the culture and especially for conversion projects, the existing structure becomes a more granular version of the site.
Can you speak to some projects that display your firm’s innovation and creativity with conversions?
The Graduate Evanston Hotel—this project was fun and challenging because it was in our own backyard. Listed on the National Register of Historic Places, The Homestead (1927) was one of the few independent hotels in Evanston that catered mostly to Northwestern University visitors. Its restaurant was home to some of the most acclaimed chefs, including Grant Achatz. Purchased in 2019 for development of The Graduate Hotel, The Homestead needed a transformation. DMAC was inspired to preserve some of the more interesting details while modernizing all of the building systems. With these older buildings, no two rooms are the same, and there are surprises around every corner. This particular property had seen many years of ad-hoc renovations, so our goal was to respect its original grandeur. After spending a tremendous amount of time on-site and coming up with some creative solutions, we were able to work closely with the in-house design team to ensure everything looks intentional and aesthetically pleasing.
Why do conversion projects resonate with hotel guests?
Hotels often mark many of life’s significant milestones—a graduation, a wedding. Like a song that takes you back to a time and place, the hotel makes that connection for the traveler. We hope our designs leave a lasting impact on guests.
How do you create something that feels authentic and maybe even honors history while keeping the design approachable for the modern guest?
Especially with historic hotels, often the ambition is to respect history—make it timeless but still be of “its time.” We will often salvage items such as doorknobs, vintage signage, window frames to integrate those as design features. One example is the copper fireplace hood and wood paneling from the original Midtown Athletic Club in Chicago. It became a “vessel of the past” for a new ceiling design feature. In this sense, the storytelling is in the design of the space. Every building needs to have a soul.
What are you currently working on? What types of projects/markets are you focused on?
We specialize in projects across most facets of the industry, including lifestyle resorts, hotels, food & beverage, casinos, sportsbook lounges, dispensaries as well as residential. At the moment, our firm is working on a variety of hospitality-focused projects, including the rebranding and design of wellness centers for a global hotel, an exclusive automotive country club in Miami and several sportsbook lounges, such as the newly opened Betrivers Lounge At PPG Paints Arena.
What hospitality design trends are you seeing right now?
I don’t typically follow or subscribe to the notion of trends. I like to think of trends as more about shifts in ideology and less about the “flavor-of-the-month” finishes. The main goal in hospitality projects is to create spaces that are of the moment, but also timeless and memorable. Truly great spaces are able to transcend their original program and have timeless relevance.
What challenges do hotel designers face for the remainder of the year? How should they overcome those?
I think coming out of the pandemic there is plenty of opportunity for designers, as many of the capital projects that were on “hold” are getting funded, albeit in a controlled way. We think being clever (and scrappy) about how we design infuses immediate value into the projects and helps ensure that our projects get funded and built. We approach all of our projects this way.
