CHALLENGE 

In partnership with Salter Brothers and Accor, WMK was engaged to design the refurbishment and re-brand of the former Travelodge property to Ibis Styles, repositioning the guest experience and attracting new demographics and guest profiles. The upgrade included guest rooms and the ground level floor plane made up of the entry, lobby, reception and restaurant.

Working with the existing building footprint and avoiding any structural changes, the hotel remained fully operational during the renovations.

SOLUTION

Using a warm neutral palette and graphic imagery, the guest rooms were designed to be timeless and inviting, recognising the need to resonate with a wider demographic. The mural artwork in the entrance and lobby features bursts of neon colours, along with the mirrored columns and gradient pin lights, the space is striking from street level.

With self check-in facilities available to guests, the traditional reception desk was redesigned as a cafe with ‘grab and go’ amenities that add to the customer offering.

Playful graphics, 3D wallpaper that changes with lighting and creative wayfinding in the lobby and bathrooms add to the unique customer experience the Ibis Styles brand offers.

OUTCOME

With an ever-increasing shift towards creating projects with sustainability imbedded at the outset, we reused and reskinned several existing joinery pieces. Building on these existing bones of the building, the playful nature of the conceptual narrative allowed us to tell a story that represented the Ibis Styles experience. A series of “light touch” elements such as wallpaper textures, graphics, lighting, and bold signage bring this story to life.

Throughout the design, the consistent use of bold and playful patterns and textures curate a series of immersive experiences, offering guests a hospitality venue that is both accessible and exciting.