When the CEO of West Elm approached VMAD about conceptualizing hotels as an extension of the brand, the team jumped at the opportunity. It was a logical progression which utilized VMAD’s expertise in interpreting an existing brand in the built world, creatively forging a new idea in hotel design.
The VMAD vision focuses on a lifestyle/hotel brand synergistic with West Elm’s mandate of engaging local makers and incorporating regional atmosphere.
Also germaine to the concept is the utilization of existing structures, repurposed under the West Elm Hotel label. Four distinct categories correspond to specific locals: “Urban” with a city-vibe, “Maker’s Motel” reimagining the 1950’s American classic, “Getaway” focused on Zen-like simplicity, and “Conserved” spaces flush with rich patina.