Jacu Strauss, Creative Director, The Lore Group, discusses his approach to hospitality design and how carefully selected fabrics and textiles are key to elevating a project.
“Working in hospitality, specifically lifestyle hotel design, means that I must wear many hats; of course I have the design to consider, but of equal importance are service, atmosphere and product. I value these components equally, considering them the ingredients that contribute to the magic associated with a great hotel experience.
Hotel design brings many challenges: practicality, functionality, durability, cleanability, mobility, flexibility, ever changing technology, a shift to a more residential feel and a constant need for more personality and charm. Many of these are conflicting but with the right mindset and attitude these challenges can become unique opportunities when you achieve the correct balance.
While each project is unique, my approach is consistent. Along with my team, we put a lot of emphasis on the conceptual stages of our work. We investigate, experiment, and compare all the different DNA elements of each building we are working with. This creates “a charter” for each project from the beginning that we refer back to with every decision that we need to make throughout a project, and then also beyond completion. This includes all aspects, from the architecture to the furniture to the linen and even down to the branding on the coasters in our bars.
For me, the major advantage of working on larger hotels is that you can design and produce the furniture in exactly the way you want it to be, and with correct performance qualities. This is always something we test in sample rooms, otherwise it can be a costly mistake if it’s not what we envisaged. With fabric and textile selections we create a brief and then work with companies who specialize in hospitality quality fabrics to find the best solutions for our upholstery and curtains. Our properties are lifestyle hotels with more of a residential character, so good choices with fabrics and upholstery are particularly important in creating a product that does not look or feel corporate.
One of the companies we work, Valley Forge in Florida, Valley Forge, have a diverse range of fabrics and always respond to our design briefs with many suitable options that can stand the wear and tear associated with hotel furniture. In two of my more recent projects I wanted to use white fabric (by Kravet) on the furniture which is usually not possible in hospitality due to regular stains and spills. I was able to overcome this by designing banquettes and sofas with removable covers. Not a new concept in itself, but less common in hotels. It was also possible due to advances in fabric technology where the fabric was extremely durable yet with a very residential feel.
Curtains and window treatments are an excellent way to add drama, colour and texture to a room beyond the main practical purpose of providing shade and privacy. I tend to choose fabrics with weight, this helps to avoid creases and feels more generous and substantial. As for flooring, I favour natural wool although nylon carpets made from recycled products are becoming popular choices too.
Fundamentally all decisions are made with the end user in mind. Design is about how the product makes someone feel, and literal touchpoints like fabrics and textiles are key to make someone feel welcome, comfortable, safe and of course, to delight.”
www.loregroup.com | IG: @loregrouplondon
