Mr. West

Architecture & Design

Five Keys to Designing for Developers

By Brian West, President, LifeStyling

Developers are a remarkably fantastic breed of dream weavers and fantasy-makers. For example, Walt Disney was a man with a grand desire to create a place in which children of all ages could lose themselves in the splendor of their imagination. Like Walt Disney, hospitality real estate developers, desire to build a greater, more dynamic, and pleasurable environments.

Since there are significant initial investment requirements, hospitality real estate developments are financed by leveraging large amounts of debt. A project will be profitable if the upfront commitment of cash is kept to a minimum and the project can generate a positive cash flow significant enough to cover the debt.

As a developer, real estate is, by its nature, an expensive non-liquid asset. It costs a lot of money to own it, and it can be difficult to sell. In development activity, there are also added costs of improvements (typically called "hard costs") and included are the fees of various consultants necessary to get the development work done (typically called "soft costs"), but with more than three trillion dollars annually feeding the global hospitality industry there remains considerable motivation for developers to continue to build.

As a designer I am challenged daily with a multitude of new global projects, and though each project varies significantly in it's scope, - the five considerations highlighted below continue serve as guides in the design execution process.

1. Integrity (actions based on internally consistent principles)

Designers tend to be mysterious individuals. We are often compared to the Cobbler who's children have no shoes, meaning that though we are able to complete design for someone else, we are often reprehensible when it comes to designing for ourselves. Much of this problem I believe may be attributed in part by a desire to have that, which is sometimes beyond financial reach. Another hindrance to the personal design process may be accredited to the endless stacks of design publications, which provide never-ending design inspiration or options. As designers this problem is not so much design indecision as much as it is what I prefer to call "high design integrity," An appreciation for great design and willingness not settle for second best.

When designing for a client, integrity cannot be jeopardized. The designers reputation is and always will be non-negotiable. Design is overriding and will always remain at the forefront of any project. Developers hire designers for our knowledge, experience and unequivocal design savvy.

We serve our clients best by always striving to design with integrity whether facing tight budgetary constraints or limited time. It is imperative that we consider that every aspect of our design will be on constant display to the most discriminating critics.

2. Sustainability (caring for our fragile life system)

We are all surrounded by the impacts of global deterioration, be it cultural, or physical. As designers we attempt as we may to design with as much emphasis on sustainability, unfortunately we face constant pushback and despite our numerous attempts to reduce our negative impact on the earth we still experience difficulty selling clients on the concept of sustainability.

Understandably our clients may not always see the value of initially incorporating sustainable practices. We designers are responsible for educating our clients on the value of these practices both environmentally as well as economically.

New hospitality property developments are being required by to adhere to numerous guidelines prohibiting the use of non-sustainable items and high energy consuming lighting, conversely there are numerous products available that can be used to earn a developer financial credits. However achieved it is the responsibility of the designer to present the most up to date and adequate options to the developer when designing a project.

3. Longevity (lasting longer than expected)

When the day finally comes to open the doors on a new hospitality development and guests begin stream in, that is the day its design is placed on the endangered list. With a myriad of existing design talent and an unforgiving foray of jaw dropping projects being ushered onto the market almost daily it's no wonder that many tired properties take a final bow and step out. All glorious well-designed projects soon fade. This year the design world mourned the loss of one of the great bastions of hotel design, The Royalton Hotel in New York City. Designed in 1988, by Philippe Starck, this hotel became one of the most recognizable feats of boutique design, but now it's gone - due in part to the fact that its shine as a design beacon had faded after many years of use. The new design is no less fantastic and will no doubt shine for years to come before it too makes way for the next generation of design.

A talented designers work looks amazing from day one, through to the end. One trick good designers use is to incorporate products that only get better with time like, copious amounts of leather, which wears beautifully over time. Or using metals that patina over time contributing to their aesthetic allure. Other design fundamentals to consider may include following color forecasts, staying aware of technological advances and in general keeping an eye on the design horizon. Having an upfront understanding the maintenance capabilities of the hotel operator or having the ability to establish some of these criteria for the hotel will certainly add longevity well into the future.

4. Innovation (A change for improvement that creates a new expectation)

Innovate or die! This rather harsh quote printed on a poster I recently spied is now burned into my memory and serves as a daily reminder as to the importance of staying on the top of my game when it comes to doing what I do as a designer.

I am continually bombarded by the rapidly changing design environment, whether it be an exhibit or a lecture, a visiting product representative or simply a new product advertisement sprawling across the glossy pages of one of the many design magazines I peruse. There is just no reprieve from the ever-changing design environment.

Recently I completed an in-depth study for a very high profile client whom despite being the owner of one of California's most recognized hotels is still urgently seeking to offer that which no one else has; all to assure that his hotel remains competitively at the top of the market. Innovation is what developers are seeking from the fastest and most spectacularly hospitality design firms today. Innovation provides the edge that places the hotel development project at the forefront of the industry and therefore places the developer in a very good position. When developing a new property, design innovation is what will set it apart form all the others.

Travelers have come to expect that their guestrooms contain the same luxuries they have at home if not better. Savvy hotel guests are seeking more than a good bed in which to lay their weary heads - they demand technological innovation, impressive and well thought out environments and responsible use of resources.

From constantly changing lifestyle trends, to out of date and quickly replaced technology, it is imperative that we continue to lend innovative design solutions to each of our projects.

5. Value (An aesthetic perception that supercedes the actual cost)

In neoclassical economics, the value of an object or service is often seen as nothing but the price it would bring in an open and competitive market, this textbook definition is not quite emphatic enough to describe the type of value we as designers are expected to bring to the table when designing for a client.

Developers work very long and very hard at making sure that every dollar invested is returned profitably. One of the most important upfront considerations in developing a new property is where significant amounts of money should initially be spent and how it will yield the greatest return or value.

Some developers prefer to spend more on the tactile elements within the guestroom, where others choose the public areas such as the lobby, bars and restaurants expecting that the impression given in those areas will affects the way the guest feel and ultimately spend their money.

Wherever the developer chooses to place the emphasis it is the responsibility of the designer to constantly balance the design of the remaining areas. A designer can bring greater value to the lesser areas by taking a multitude of innate items and weaving them together to create something of greater value. In a sense leading the guest to believe that what they are seeing is greater than its inherent parts.

In conclusion the Value of a project should be evidenced not only by the bottom line, but as well by the joy it brings to those using it. If Walt Disney had not taken the tremendous risks he took to design the Magic Kingdom, the power of the empire known as the Disney might not exist today.

Brian West heads a small staff of professionals on ground-breaking projects throughout the world. Based in Los Angeles, LifeStyling, serves high-end hospitality and residential clients nationwide. Beyond interior design, Brian also provides consultation to the Incentive and Special Event industry where he is called on by Fortune 500 and 100 clients to lend his expertise to site selection, event design and production. Brian is responsible for the initial concept and assembly of specification packages, which include color palette, furniture finishes, art and artifacts. Mr. West can be contacted at 310-927-0821 or brianw@lifestylingdesign.com Extended Bio...

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