CHARLIE MOTEL I: COASTAL WHIMSY CONCEPT
DREAMING UP A COASTAL ROADSIDE PARADISE
HOSPITALITY DESIGN | CONCEPTUAL PROJECTS | BRAND DESIGN
The Charlie Motel is a fictional, midcentury motor lodge in need of an update to branding, space design and overall consumer experience. For this conceptual project, we leveraged real-world insights from the pandemic, such as an uptick in road-trippers, an increased appetite for open-air access hospitality, and a desire for contactless experieces to inform the updates.
To help poise the project for application across various regions, we designed the entire package—branding, space and architectural design for three distinct geographies: coastal, forest and desert. For the coastal location, we decided to take a whimsical, optimistic approach to the design that is light and bright, with cheeky nods to the sea and sailing.
WITH SOME MODERN UPDATES TO MAKE THE SPACE CONTACT-FREE BUT ALSO FUN, THE SPACE HAS A FRESH NEW LIFE.
A bright and fresh palette gives pops of nautical inspired details a place to play. In the contact-less concierge, there are porthole inspired cubbies for each room, where your pre-ordered happy hour kits, latte, or bucket of beers are waiting for you.
Sailing flags inspired a colorful mural that wraps both the cafe area and the surfboard rental wall (also wrapping over the branded surfboards).
Bright poppy colors accentuated by warm neutrals, fishing nets used in unique ways, and dashes of rattan fill the interiors of the room. Fishscale inspired breeze block create a separation between the entryways to the rooms, letting light through while also providing an added level of privacy from your neighbors.
We also created custom branded swag and takeaways, so every touchpoint has personality and flair.
Check out the other two concepts:
Charlie Motel: Woodland Retreat
Charlie Motel: Desert Getaway
WHIMSICAL NODS TO THE SEA AND SAILING HELP THE SPACE FEEL COASTAL BUT NOT THEMEY.
PROJECT AT-A-GLANCE
CLIENT: Charlie Motel
TYPE: Branding + Hospitality Design
PARTNERS: Thomas Heinold
OUR ROLE:
Branding + Identity Design
Space Design + Concepts
Brand Moments + Art Installations
Materials Palettes + Design Direction
Floor Plans + Elevations
Conceptual Sketches + 3D Renderings
PROJECT GALLERY
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