In the incredibly competitive hospitality market, setting your hotel brand apart from the rest is everything, as Gabriella James, Chairmakers Founder Felicity Randolph explains…
From large brands to small independent boutiques, there’s so much choice for the consumer that any element of differentiation can be an advantage.
When customers look for a hotel, more often than not, they’re seeking luxury and a sense of indulgence, while still having that all important feeling of a home-from-home. The interior design trends of popular Airbnb properties and the rise in Instagram interior design trends have led people to expect a certain standard from hotels that’s more personal and bespoke. But how are hotels using bespoke design to evoke a feeling of comfort while still offering high quality accommodation? They are turning to brands like Gabriella James, Chairmakers to create an individual interior style that breaks a few rules and delivers what people want from a modern hotel.
Individuality is at the heart of any luxury property and one of the most successful ways of achieving this is through bespoke furniture. By including pieces that are made to order and designed to suit the space, boutique hotels are able to set themselves apart from the competition and create an ambience that’s all their own. For example, Gabriella James, Chairmakers produce stunningly crafted chairs and bar stools coupled with seriously comfortable seats upholstered in luxury designer fabrics for a look that’s completely unique and wonderfully comfortable. Each of the designs is bespoke and ties in with décor trends, such as their Signature Collection which comprises selected ikats, prints and woven designs. This balance of comfort with high quality materials and elegant design creates a truly artisanal appearance.
Breaking the rules with fabric
Hoteliers are increasingly seeking ways to find a balance between furniture and fixtures that match the standards expected of the industry while still providing a personal touch for a residential feel. Some of the ways they’re achieving this is through finer details like fabric choices. For example, opting for carpets and plush rugs over cold hardwood flooring is one way of softening the look and feel of a room. Woven tapestries, upholstered furniture with luxury fabrics, and scatter cushions or throws on the bed are all ways of playing with fabric and doing the unexpected, both with the choice of fabric and the colours used. Fabric serves as a great way of creating a warmer space that puts an end to the clinical, austere hotels of years gone by. It is also about breaking some rules! Gabriella James, Chairmakers work with leading names like Kit Kemp of Firmdale fame who is no stranger to bending and outright breaking stayed interior design rules when it comes to tone, texture and more. Hotels are now finding that pushing away from middle of the road design is liberating them and creating unique spaces people love.
Many hotels put function above all else, leading to an overly formal interior. But the popularity of truly bespoke interiors and unique styles has shown, people are favouring informal and cosy spaces where they can truly relax over awkward formality that feels cold, detached and frankly boring. Blending colours and textures is a great way of creating that desirable carefree vibe that still evokes a level of luxury typically reserved for high-end hotels. By breaking the rules with fabric and colour and embracing texture, you can create a space that gives customers a memorable sensory experience. Layering colours and clashing fabrics both play a part in the Gabriella James, Chairmakers raison d’etre and that of many boutique luxury hotels like the Pig Group and more.
More and more interior designers, producers and manufacturers are creating relationships with hotels that are looking to push away from the traditional path and Gabriella James, Chairmakers are leading the charge when it comes to pairing stunning fabrics with comfortable chairs for beautiful boutique hotels!