insight
The secrets of lobby design for every modern office
Successful hotel design hinges on aligning the guest experience with market expectations. The budget dictates whether the lobby functions as a grand theatrical stage or a quick point of service.
5-Star: The Theatre of Welcome
In a five-star hotel, the lobby is the entry point to a curated journey. Guests expect a "theatre of welcome," where the experience is seamless from valet arrival to room check-in. The design must create a spectacular sense of arrival, using luxurious touchpoints, grand scale, and highly nuanced elements.
Example: dwp's design for the Hotel Des Artes MGallery in Ho Chi Minh City tells the story of Saigon's past, using carefully selected art, objects, and opulent furniture to celebrate the romance of travel.
Budget: Efficiency and Convenience
In contrast, budget offerings prioritize convenience and efficiency. The lobby is less pivotal, functioning simply as "the place that directs guests from A to B."
Design Focus: The emphasis is on quirky features for character rather than opulence.
Operational Focus: Technology, such as easy mobile check-in, reduces the need for staff and lowers costs, playing a central role in the guest process.
Mid-Scale: Fluidity and Multi-Function
Mid-scale hotels, particularly urban lifestyle concepts, require the most diverse and clever combination of luxury and budget elements, along with a strong sense of place. For this segment, fluid design and adaptability of space are paramount.
24-Hour Functionality: The lobby must be a multi-functional space that maximizes use around a 24-hour clock. It works hard, potentially serving breakfast and lunch during the day, then transforming into an entertainment or social venue at night.
Example: Scott Whittaker, Design Director of dwp, points to the Ibis Styles Khaosarn Vientai in Bangkok. The vibrant lobby was designed with an all-day dining restaurant and a street-front café, blending vintage Thai décor with a modern edge to create a contemporary, functional space.
