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  • Hotel Zetta, San Francisco

    Daniel Fountain
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    The building is an existing 116 bedroom hotel in San Francisco, built in 1913. It had been recently purchased by Pebblebrook Hotel Trust and the new ownership group’s directive was to convert the asset from a upper mid -level product to a upper–luxury product that would be attractive to the area’s dynamic ‘Tech Market’ who focussed on Facebook, Zynga and Twitter. The designers were to create a hotel that would cater to the unique tastes, needs and casual lifestyle of a successful ‘Tech Geek’.

    To be operated by the Viceroy Hotels Group, the hotel needed to be socially engaging at a very high level. The designers were asked to provide an environment that would offer layers of wit and spontaneity, providing a warm inviting and luxurious environment. Art, technology and sustainability needed to be part of the hotels core DNA. the hotel was to have that boutique personal, individualistic, entertaining and ‘West Coast’ casual ambience. It should be the place for the target audience to go after work to plug in and hangout.
    Working hand in hand with the client, Dawson Design Associates began exploring different ways to create the energy and attitude that would both capture and reflect San Francisco’s diversity and energy, and the “work hard, play hard” of the ‘Tech Geek’ who stays connected 24/7. Designed for innovators and artists, it needed the creation of a luxury venue that captured the spirit, needs and attitude of a demographic mostly comprised of the ‘Millennial Generation’ but a venue that would still attract people of all ages with independent, progressive and creative personalities.

    The entry level lobby is the social hub with its centralized bar. Guests can use it for impromptu meetings or hanging out with friends. The ambience is relaxed, enabling spontaneity. A two-story art piece designed as a “Plinko game” vertically ties the lobby and the overhanging mezzanine ‘Playroom’ together. Guests are drawn into the gaming spirit as the ball drops from the Playroom above and works its way down the lobby wall into points bins located besides the lobby bar. With a generation of ‘gamers’ the interactive and playful energy of the ‘game’ immediately breaks the ice and creates a fun and dynamic atmosphere. Guests can become playfully active participants in the lobby experience.

    Daniel Fountain / 05.08.2013

    Editor, Hotel Designs

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