Leading international hospitality design firm, The Gettys Group, recently debuted its design for the flagship Hotel RL, Baltimore – a new hotel chain set to target the top 80 U.S. urban markets and designed for consumers with a millennial mindset.
Inspired by the adventurous spirit of the Pacific Northwest, Chicago-based design firm, The Gettys Group collaborated with the senior executive team at Red Lion Hotel Corporation to create a design that catered to the evolving needs of today’s travelers and give them a place to truly unwind.
All aspects of the hotel brand were conceived in response to changing consumer preferences – utilising the expertise of PULSE by Gettys, a division of The Gettys Group.
“We held a workshop with the client that engaged conversation through image ideation and one-word phrases that sparked interest and helped flesh out their ideas,” says Jackson Thilenius, senior design director for PULSE by Gettys.
“Client insight, paired with honouring the local, aided in making the client’s vision come to life and was reflected in the design result.”
To meet the desire for a more casual, central meeting space, Hotel RL placed special emphasis on its hotel lobby, giving guests a place to plug in to work or unwind with a beverage.
The lobby features unique design elements, including a seating concept called The Steps, which reproduces the feeling of a typical Pacific Northwestern coffee house and serves complimentary espresso to guests by the award-winning Victrola Coffee.
The Steps also serves as the focal point for live entertainment and interactive “TED-like” talks, which will eventually be broadcast to other Hotel RL locations.
Innovative open work spaces have also been created that are both functional and accessible, while evoking a sense of social connection for hotel guests.
The guest rooms, meanwhile, follow a contemporary theme and palette, with simple furnishings in warm colours and modern decorative accessories scattered throughout.
Key to the project was preserving the existing bones of the structure, and finding ways to integrate a new narrative with the old one. The Gettys Group exposed much of the original brick to convey a sense of the building’s history, while making use of reclaimed woods to develop contrasting materials.
The historic nature of the venue did, however, pose some significant challenges for the team. “The biggest challenges were the existing systems,” explains Jackson. “Elevator machinery, fire protection, mechanical and electrical services all needed to be updated. These upgrades had to be coordinated throughout the renovation, which was on an extremely accelerated schedule.
“We were often stepping all over each other during the build-out, and there were days when it looked like someone had kicked over an ant mound as we ran around in all directions pulling things together. But I’ve always been fascinated by the process, and it never ceases to amaze me how quickly a team of focused and dedicated individuals can work together to get the job done.”
From the exterior to public areas and guestrooms, every aspect of the guest experience has been considered, resulting in an inspiring focus on the arts, and a significant brand lift.
“I’m thrilled,” says Jackson of the end result. “With every project there are compromises. Everything from structural limitations, budget restrictions, and fast timelines affect the end result. But that’s where the fun is.
“Design ultimately is a juggling act between all of these contributing parameters, and the art is in allowing the design to be flexible enough so that it can transform as challenges arise. I believe we created an extremely dynamic and interactive experience that is approachable and comfortable to the guests. You can socialize in multiple ways, watch a live performance, or find your own private corner to work on a computer all within the same space.”
