The Den

THE BRIEF

After engaging in a global brand refresh that repositioned the DoubleTree brand globally, The Customer Service and Innovation team for full service brands at Hilton Hotels Corporate along with the DoubleTree Corporate Brand Team identified the opportunity to transform the DoubleTree lobby to meet and exceed guest expectations while at the same time amplifying the brand’s new positioning. With a brand that has been synonymous with conversion properties and unified more by services than by physical appearance, it became apparent to the DoubleTree Corporate Brand Team it was time to create an identifiable lobby prototype that showcased the DoubleTree brand but was flexible enough to adapt to different sized spaces, as well as different locales. The objective was to create a prototype for global rollout across existing and future hotels within the portfolio.

OUR APPROACH

Meraki & Modus delved deeper into the DoubleTree brand, its new positioning and the brand’s guest profile, while simultaneously analyzing how hotel lobbies are being used today along with lifestyle shifts of the new guest. It was clear that the new lobby prototype had to be a communal space that was a sum of multiple parts while being true to the DoubleTree brand story and positioning.

Using the research, the team created the The Den - DoubleTree’s signature lobby space - a space to gather, relax, work and engage. It is an all-encompassing space built for the pragmatic traveler. Meraki & Modus defined core zones within the lobby space, created signature design features that would be recognizable and worked on scale variations of the prototype to meet the different types of lobbies within the portfolio. Partnering with GDS, a design firm and working closely with the DoubleTree brand team, Meraki & Modus took the design of the prototype a step further briefing and inputing into a full set of renderings that would be included into the concept document for two different existing spaces within their portfolio - a full large scale footprint of The Den as well as a medium footprint. Furthermore, the design was translated into a secondary colour palette that could be used as an alternative within resort properties. The prototype was flexible and developed with agility in mind.

In addition to defining the space, materials and FF&E, Meraki & Modus developed The Den Experience which included signature touchpoints, hallmarks, ideas for engagement and activations in each of the zones. The full guest experience was mapped out using several target groups of guests and what their journeys would be within the space. Meraki & Modus also developed a full brand strategy, naming, and ultimately the brand guideline.

THE OUTCOME

The DoubleTree Corporate Brand Team will be sharing The Den lobby prototype with owners as a new brand standard that matches their new global positioning and today’s guest expectations with the ambition of rolling it out across the portfolio.