Sheraton was one of the brands that came with Marriott's acquisition of Starwood Hotels in late 2016, and Marriott knew from the start that travelers saw the chain - now 80+ years old - as tired and dated. With a large footprint of 440+ Hotels worldwide and 80+ in the pipeline, the revitalization of the Brand has been a top priority for the company since the closure of the merger.
‘Rebel Design & Group' worked on the overall re-branding direction and our first concept guide response was for the ground floor 'public space'. Part of that work was featured in the NYT article in 2019 'Marriott Plans to Inject Color into Beige Sheratons..’.
Our aim, guided by the Marriott Design and Operations Team, was to build on Sheraton’s rich legacy of sitting at the heart of communities across the globe, by developing a more suburban & community-based space where guests can gather alongside locals and immerse themselves in an inviting, warm, and inclusive neighborhood setting. The document we produced contained our research on the energetic NY hotel market, planning, design element details, sketch-up visual set/file & 10 x 3D Max visuals.
Chris Browne
Founder, Circa ia Design Studio.
Nov 2020
