Hospitality brands have their own personality that make them stand out in a competitive marketplace. They convey the reliability of a recognizable brand that customers have come to trust. A brand’s personality reminds customers of that brand’s service offerings, but today’s traveler is also looking for a unique experience, a sense of place, and exhilarating memories. Now more than ever, we are asked to create designs for the hospitality industry that offer the familiarity and comfort of a brand while delivering a unique experience. I relish the challenge to design a special project that not only gives our clients the standards they need, but also provides them with a unique twist that can only be found at that location. I’ve recently designed two projects in which traditional hospitality brands allowed us to adapt their brand standards while developing a unique destination that speaks to the location.

Recent projects, such as the 31-story YotelPad and Aloft South Beach, have allowed me and my team at Stantec Miami to go off script and integrate individual finishes and techniques that connect the vibe and authenticity of the city to the project.

Miami has an eclectic and energetic persona unlike any other city in the world—and visitors seek to experience it. For YotelPad, the client let us adapt the brand standards for its Miami hotel and residences project, and tell its story in a unique way. Yotelpad is a newly-defined brand, all about technology and compact luxury. Typically, YotelPad plays with the metaphor of travel—a bit like a futuristic cruise ship—and it features signature experiences such as “Mission Control” (Yotel’s brand interpretation for the reception desk) and “Cabin Crew” (Yotel hotel staff) while its rooms are designed with that playful ship’s cabin-like feel. While we kept to the brand’s room standards and compartments at the YotelPad in downtown Miami, Yotel gave us the flexibility to connect to the culture, energy, and environment of downtown Miami in its common spaces.

Another project that we had a lot of fun designing was the adaptive re-use of Aloft South Beach. The former Ankara Motel opened on Collins Avenue in 1954 and is a historic property. Undertaking an update of a mid-century building presented a number of complex challenges and opportunities—the foremost being its size. Aloft South Beach was the largest in its portfolio when it opened in 2015. With the South Beach trends and vibe in mind, however, we approached this project as a boutique hotel and designed for that experience while still maintaining Aloft’s distinctive brand characteristics. Our design accentuated the original features in the grand two-story hotel lobby by applying a mid-century modern sensibility that connects it to the luxury motel’s golden era. We customized its vintage pool deck and restaurant space to the South Beach market and juxtaposed those assets with a sleek, modern eight-story tower.

When designing these projects, it’s all a balancing act. By focusing on great design and using our knowledge and understanding of the city, we have been able to create exciting destinations that connect with the identity of our Miami market while maintaining our clients’ attractive and recognizable brands.

Here are four ways we connected these hospitality projects with the environment and culture of Miami without compromising their brand standards.

1. Experiencing Miami is all about being outside. At YotelPad, we incorporated a rooftop pool deck with expansive views overlooking the city and the bay. When you arrive at the pool, you get an amazing breeze coming off of Biscayne Bay that brings you into the tropical experience that is Miami.

2. At both Aloft and YotelPad, we use colors and materials that connect directly to the city and its natural setting. Light and earth tones are inspired by our white, sandy beaches and turquoise waters. YotelPad takes inspiration from the vibrant downtown arts district. Fabrics are suitable (and durable) for warm and humid weather. White linen drapery blowing in the wind captivates the senses, while stone or wood flooring are used to cool our interiors.