Project description

Paris-based Accor hotels required a re-imaging of its American-based Red Roof Inn hotel line in the face of encroaching competition from higher tiered brands utilizing the new “loft”concept.

Research into the construction methods of projected future markets crystallized our proposal for the architecture itself to become the brand through a prototype that did not need to be constructed differently in each market. Consistency in the construction method meant consistency in the finished product from place to place.

The program focused special attention to social spaces, conditions within the lobby arrangement, and floor plates that activate the environment as a counterpoint to what might be expected at an economy hotel.