FEATURE: HILTON WORLDWIDE
into these narratives has also allowed
HILTON GARDEN INN FRANKFURT AIRPORT
the slimming down of the notoriously onerous Design and Construction Standards documents of old. “In 2010 when we undertook the exercise
of globally harmonising the Design and Construction Standards for all our brands, we also made the conscious decision to simplify these to only include the minimum technical standards and removed any reference to the look and feel of the spaces and facilities in the hotel,” says Webb. “We no longer specify what a room should look like in the Design and Construction Standards, other than its functionality. That leaves us open to move the design in the direction where we need to be, without changing the standards every few minutes.” According to Geyer, the fruits of this
Although most Hilton Garden Inn projects are looked after by the Focused Service team from a design perspective, an exception are projects where two Hilton brands are located next to one another. The landmark Squaire development at Frankfurt Airport sees a Hilton and Hilton Garden Inn co-located directly above the ICE Railway Station. The internationally renowned interior design firm, JOI-Design, has mirrored the mobility theme featured in The Squaire within both hotels, whilst also creating an oasis of tranquillity for guests seeking rest and relaxation. The Hilton Garden Inn Frankfurt Airport offers a total of 334 rooms featuring complimentary wireless internet access, a king-size Garden Sleep System bed, a refrigerator and a spacious working desk with ergonomic Mirra chairs designed by Herman Miller. Hilton Garden Inn Frankfurt Airport also offers guests a bar and restaurant with show kitchen, The Restaurant, that delivers buffet and grill specialities and a stunning view over the Taunus mountain range.
labour are already being seen in projects being completed across Europe: “We’ve undertaken extensive in-depth research with our guests to understand what we’re doing right and what we’re doing wrong. We’ve listened to them and responded with functional and beautiful design. It’s been really successful and the feedback on elements that have already gone into properties that have now opened has been really positive.” “We’re getting designers to understand
that we’re there to support them through the process rather than try and come and tell them what to do,” adds Webb. “It’s worked incredibly well and the initial concepts coming through have become stronger through the year, in terms of people understanding the interpretation of where we want to go with the brands.”
The Global Design Services team does
not always have the luxury of deciding which designers and architects work on the different projects. Architects have often already been appointed by the time the team gets involved in a development project. But increasingly, Hilton Worldwide has an input on the selection of interior designers at an early stage. “Our development team in Europe has now got to know us and understand the
034 NOVEMBER / DECEMBER 2012
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value that Global Design Services adds to development,” says Webb. “They are now starting to canvas owners much earlier on to say, ‘who are your designers, who is your architect, it’ll make the process for you much easier if you work with an experienced person, we can recommend somebody to help you’.” Webb says they are looking for “design companies that have experience at the right level as well and in the right region.” “The development team is using us
a lot more,” confirms Geyer. “They’re understanding that we can add value quite early on and it just moves the project across the line quicker. Everyone benefits from it.” “And owners come back because they get
a better service,” adds Webb. “The owners are happy when the projects are finished because the quality of design is getting better, so when they do the next property they come back and talk to us.” Of course the Global Design Services team
has more say in which designers are used on capital projects funded by Hilton. On these they recommend “two or three design practices and match the skills to the location or the property, depending on the experience of the designer.” Getting the balance right between ensuring
consistency whilst imbuing the projects with a local flavour is one the most important roles of the Global Design Services team. “Today’s traveller is a global traveller. He
may be in Beijing one day and New York the next,” says Traxler. “Achieving brand consistency is one of our key mantras. That doesn’t mean using the same materials, the same furniture, or the same light fixtures in every hotel but that we have a guest arrival sequence which is very similar and understandable. The signage program is handled in a very clear and consistent way. The circulation and flow of the lobby is such that when you walk in, you understand that it’s part of that family. Consistency is critically important for our continued growth and success and making sure that each of our brands has that flexibility to morph and adapt to the needs of different locations. They all need to have a different look and
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