Best Western’s new flag is an offbeat take on modern comfort.
Seriously effective hotel design doesn’t beg for over-analysis. Guests should be too busy enjoying the spaces—and each other’s company—to break down the building blocks of how the overall impression comes together.
Mixing shapes and levels for seating allows for both work and social functions in the lobby. Photo: Courtesy of Best Western Hotels & Resorts
When it comes to business travel (or even vacations for today’s tech obsessives), putting guests at their ease means placing them instantly into their comfort zone. For midscale projects, that often starts with liberal borrowings from a wide range of influences to craft properties layered enough to play to sophisticated needs for connectivity and an increasing need for fuss-free, back-to-basics relaxation at the end of busy days.
Solid yellow draws the eye above the mirrors. Photo: Courtesy of Best Western Hotels & Resorts
Amy Hulbert, managing director, design, Best Western Hotels & Resorts, did just that with Vīb’s first hotel, in Antalya, Turkey. The poppy brights of the check-in desks, signature Herman Miller desk chair and fitness center wall detail (and also on its weight plates) channel a playful, almost childlike sense of wonder. Complex suspended lighting, delivered in angular shapes in part of the lobby and circular ones in another area of the lobby, offers a grown-up offset.
Touches of red work as visual signposts to direct guests to important work and storage areas, such as the desk chair and desk cubbies. A single art piece on the wall becomes a focal point. Photo: Courtesy of Best Western Hotels & Resorts
Next step: Connect those dots with a firm hand. Hulbert does that by stripping out knickknacks and, for the most part, loud patterns in favor of washes of color and subtle changes in texture.
An eye-catching ceiling provides a design statements. Photo: Courtesy of Best Western Hotels & Resorts
In the lobby, marble flooring provides an elegant link between long blue sofas that invite guests to interact and lounge and edgy white tables in the bar area. A raised wooden dais with high-backed chairs provides a thoroughly mature rendition of a VIP area. Washes of pale blue in the 100 guest rooms evoke childhood toys and trendy adult clothing and tech accessories in equal measure.
A circular door delineates the spa and fitness area and provides a clear visual cutoff from the rest of the hotel. Photo: Courtesy of Best Western Hotels & Resorts
All grown up? Maybe. Then again, who could look at the swirl of the bar stool bases and not wonder what would happen if they spun them around?