by Brianna Crandall — October 24, 2016 — Taking current trends in both hotel furnishings and retail showrooms a step further, residential and commercial furnishings provider West Elm recently announced the expansion of its signature new modern aesthetic into the travel and hospitality industry with the launch of West Elm Hotels, a partnership with hospitality management and development company DDK.
The venture both extends West Elm showrooms, allowing guests to “try before they buy,” and provides an authentic local, boutique experience for guests. An article in JLL Real Views points out that West Elm hopes the initiative will help sustain the company’s strong growth without opening a multitude of new stores, and points to the benefits for retailers, the hospitality industry and guests alike.
The venture provides an authentic local, boutique experience for guests and extends West Elm showrooms, allowing guests to “try before they buy.”
Jim Brett, president of West Elm, commented:
After 26 consecutive quarters of double-digit comparative growth, including our successful entry into the commercial furnishings market with West Elm Workspace, we’ve created an active bond with our customers that can extend beyond home and work. By adapting the framework design of each hotel to reflect the mood and identity of its host city, we will continue to engage the adventurous spirit of our customers as they follow us to our next level of hospitality.
The first properties are expected to be located in Detroit, MI; Minneapolis, MN; Savannah, GA; Charlotte, NC; and Indianapolis, IN, and are planned to begin opening in late 2018. Additional locations will be announced in the future.
As part of West Elm’s ongoing commitment and relationship with makers around the world, each West Elm hotel will feature local design elements that celebrate community and reflect traditional décor, handicraft, cuisine and culture from the region. Artwork will be commissioned and curated locally for each guest room as well as for the communal, common areas in each hotel.
David Bowd, co-founder of DDK, stated:
There is a growing desire among modern travelers to immerse themselves in the place they are visiting. They want a boutique experience, and expect great, reliable service that caters to their needs. Our general managers will serve as innkeepers, and West Elm Hotels will focus on making real community connections for visitors and residents alike.
A network of locally managed properties, West Elm Hotels are said to revolve around three key tenets:
- Wholehearted hospitality: Great service, personalized attention, regional knowledge and community connections will help guests feel like a local and at home.
- Distinctive, thoughtful design: Each property will have its own design point of view, from the exterior architecture to custom installations, such as locally crafted art and bespoke furnishings.
- Community connection: Communal spaces and one-of-a-kind experiences will bring guests and neighbors together in a relaxed, collective setting.
These tenets will be reflected in the design, programming and overall guest visit to offer an inviting and accessible hospitality experience, says the company. Guests will also be able to purchase the furnishings and artwork found in any room from the West Elm Web site.
