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HKS Creates Stylish, Functional Look For New Hyatt Place Brand

LOMBARD, IL–– The much-anticipated Hyatt Place brand opened the doors of its first property last month here. The opening represents months and months of careful planning to put a fresh spin on the select-service segment. Hyatt gave Dallas-based HKS, Inc. the critical task of developing a design for the brand that was stylish and inviting yet also functional.
When the design for Hyatt Place was in the planning stages, HKS set out to create an image that appealed to a younger generation with a clean, modern look and incorporated elements to make the properties distinct, according to Luis Zapiain, senior designer. “Signature building elements such as a dramatic glass edge on the roofline and dramatic night lighting will bring a visual flair to each hotel and make them easily recognizable to travelers. Emphasis was also placed on the hotel’s entry with a portico and lobby area that reflects the unique brand personality of Hyatt Place. Pool areas, café-style patio seating and other external features will add visual uniqueness to each hotel,” he said.
In order to create functional, unique spaces, HKS focused on the lifestyle of the brand’s target guests. “Guest registration and checkout are in the central greeting area as is a café for enjoying an array of beverages,” Zapiain continued. “Open and comfortable seating along with warm, inviting colors are integrated throughout. Gathering areas have been designed with comfort in mind. Intimate den spaces provide an ideal retreat for small groups and individuals, while the Great Room and other areas offer spacious and inviting settings for large gatherings,” he said.
Particular attention was also paid to the importance of technology, especially in the guestroom, where 42-inch flat-panel plasma televisions have the ability to integrate with guests’ laptop computers. Additionally, the size of the rooms, with separate living and sleeping areas and flexible workspaces, enable guests to live as they do in their own homes. “Hyatt Place guestrooms are spacious and comfortable with approximately 370 square feet of space and up to 20% more area than traditional hotel rooms,” Zapiain added.
With the first property open and more on the way, Hyatt is very pleased with the way the design came to fruition. “The select-service segment often focuses too much on the business traveler and that can be mundane for leisure travelers,” said Jim Abrahamson, senior vp, Hyatt Corp. “We researched how people really live and created a product that hits our Generation X customer base.”