Hilton Tempo
Brand Strategy & Experience Design
The modern, ambitious professional brings new expectations and desires to the market. For these travelers, Hilton saw an opportunity to design a lifestyle hotel brand and experience, centering their needs and identities from the ground up.
Worked on at SYLVAIN
Learnings
Through in-depth consumer research that included focus groups, co-creation sessions, digital panels and more, we learned that many modern, business travelers define themselves by their ambition and the pursuit of progress in all aspects of their lives. And yet, when it comes to business travel, they’re forced into circumstances that disrupt their progress, don’t align with their self-perception, and leave them at their worst when they need to be at their best.
DELIVERABLESConsumer Research Synthesis, Video, Profile, and Consumer Muses
Strategy & Design
With this understanding serving as the core strategic insight, we aligned with the Hilton team on an idea of creating a balanced and uplifting hotel experience, smartly-attuned for ambitious, modern business travelers to continue becoming their best— even while away from their homes and routines.
From there, we engaged in monthly collaborative workshops with Hilton and partner teams (architecture & interiors, food & beverage, service & training), aligning on an overarching brand narrative and suite of signature hotel experiences—specifically the Power Down Sleep Collection and the Power Up Craft Coffee Bar, circuit training, and morning meditations.
DELIVERABLESBrand Strategy, Personality, Values, Creative Territories & Narrative
Design Principles, Experience Journeys, Signature Concepts & Executional Blueprints,
The main lobby is a flexible, multi-use space, designed for casual gatherings, comfortable working, and uplifting pockets of inspiration and delight.
Mirrors on both sides of the entry way make the room feel welcome and expansive, providing maximum functionality without breaking into an inaccessible price point.
The Get Ready Zone is a unique, flexible space to get organized, fuel up, or get work done in the comfort of the guest's room—moving away from the working-in-bed trend many hotels are adapting.
Bed as the focal point in the room, designed to be a haven that helps you unwind, unplug, and seamlessly settle into a restorative night’s sleep.
Spacial design creates a range of potential guest experiences within an economic footprint. Modernist furniture brings organic forms into the space to support a grounded state-of-mind, decentered from work and technology.
The bath suite is bright and spacious with a premium shower experience and elevated design features to keep guests flowing in the morning.
While the intentions of the space is consistent across the brand, the interior design itself can flex to offer guests a taste of the cities they're visiting. With little time to go out and explore, our guests crave a touch of the local experience without sacrificing their main objectives.
Flexible spaces to work, eat, or spend time with friends—those who traveled together, or those new connections the space helps to facilitate. Interior design and renderings by Gettys Group, developed in strategic collaboration with Hilton, Nelson Worldwide, and SYLVAIN.
Signature Experiences
Power Down
An alarming insight from research was how much business travelers struggle to sleep while away. Whether stressing about work, having trouble disconnecting from devices, or simply feeling the pull of being away from family, the conditions of work trips are causing many to feel their worst when they need to be their best.
To support them here, we designed an experience around getting ready for a restful and restorative night’s sleep. In collaboration with Thrive Global, we developed a clear intention for the room and bed in particular, allowing guests to comfortably disconnect from technology and enter into a more-grounded state-of-mind before bed.
Power Up
Power Up offers guests a variety of experiences to help start the day—from invigorating showers and mindful meditations in-room, to circuit training in the gym and complimentary third-wave coffee and add-ons in the lobby.
Modern travelers told us that they’re more likely to try new things while away. These experiences, based on best practices in wellbeing and productivity, can serve guests for their big day—but might just travel back home and integrate into new routines moving forward as well.
Results
Tempo launched in January 2020 and has 30 commitments with developers to build across the U.S., including New York, Boston, Los Angeles, Washington, D.C,. and Atlanta.
Scope of WorkDesign Target Definition
Brand Positioning + Strategy
Experience Strategy + Design
Brand Territory Development
RoleCreative Director at SYLVAIN
TeamMerideth Bogard
Cole Nielsen
Gretchen Devero
Anna Bedineishvili
Katie Sadow
Steve Winchell
Phil Cordell
Kimberly Cooper
Jen McCardell