How a Designer Conveys a Hotel's Design Narrative Through Thematic FF&E Selections

To cultivate an immersive and memorable experience for their guests, full-service, lifestyle, and boutique hotels are increasingly utilizing narrative-based design. The hotel becomes a setting for a story and every element of the hotel can become a tool for telling it.

In a recent post, we talked about how designers develop a property’s design narrative. But the next challenge is this: after creating a hotel’s storyline, how do designers transform it into thoughtful design selections that embrace the story’s themes in every way? We asked designers from ID Studio this question and we are happy to share their experienced perspectives as captured in this brief but insightful Q & A session:

How does a hotel’s design narrative influence the specific design choices you make?

First, we work on our own or with the branding team (if one is involved) to determine which motifs, patterns, textures, colors, and/or symbols echo the story. Then we begin to form our thoughts for lighting, furniture, architectural elements, fabrics, and accessories with a sense for what’s memorable and likely to enhance the guest experience. In addition, we look for opportunities to reinforce the elements of the story throughout the design in artwork, metalwork, and woodwork.

How do you ensure the narrative is consistently reflected in every part of the guest experience?

We often pause in the design process, return to the narrative, and re-read it to ensure our decisions are still aligned with the original vision for the hotel. Every decision we make should reflect the constructs established at the beginning of the project.

No details are too small and we proceed carefully so as not to overlook any. From the surfaces a guest walks on to the ceiling feature above, and from the seats that beckon them to linger to the art and accessories that intrigue them, all should be connected and seamlessly woven together.

Can you elaborate on the role of storytelling through the details?

A designer who intentionally thinks through the details of a hotel will amplify the story to be told with their design. One small way to demonstrate a hotel’s narrative is through millwork details and hardware selections. Panel style, inset leaded glass, unique wood grains, and hardware pulls with character can all be purposeful decisions that speak to the story you are telling.

Other subtle features that can deliver a big impact are fabric and trim details at furniture and decorative items. For example, the finishing touches of a sofa’s contrasting welt or a Roman shade’s tape showcase a comprehensive follow-through of the narrative from floor-to-ceiling and everything in-between.

How do you collaborate with other teams to ensure everyone is telling the same story?

Implementation of the design is just as important as the planning. Hoteliers and designers must work in tandem with vendors, manufacturers, and contractors to keep key details from getting lost in the process. This requires routine check-ins, reviews with hotel ownership (virtual and in-person), and transparency as the project unfolds.

ID Studio designers naturally work hand-in-hand from the beginning with Innvision procurement and all other stakeholders to ensure a cohesive design story that is executable for each hotel we have the pleasure of designing.      

What advice would you give to someone who is trying to implement a design narrative at a hotel?

Visualize and execute the design process from concept to implementation to capture a journey for each property that is unique to its end user. Save time and be sure you’ll accomplish the goal by partnering with a hospitality designer who has experience developing and implementing hotel design narratives, such as ID Studio.

Contact us to learn how ID Studio can help tell your hotel’s story through a design narrative.

‍