IHG Hires Student Designers For Fresher Perspective, Less Money

Candlewood Suites is getting a design makeover from the same group that gave its IHG sibling brand Staybridge Suites a guestroom refresh last year: SCAD.

No, SCAD is not a design firm. It is the Savannah College of Art and Design. The designers are students in the college's graduate-level interior design class.

I asked Rob Radomski, vice president of global brand management for IHG's extended-stay brands, why the company opted to turn to 20-something students rather than more seasoned professionals for such a major brand redesign project.

For one, he says the students bring a fresher perspective to design.

"We knew that we had to take a non-traditional approach, in order to get the results that we wanted, which were designs that weren’t what you’d typically find at an extended-stay hotel," Radomski tells me. "Partnering with SCAD gave us the opportunity to tap into the next generation of travelers, as I mentioned earlier, to see what they want when staying at a hotel. Some of these students had already spent time in the workplace, so they had experience staying at hotels, but they also had the knowledge about what’s next in terms of design trends. The students were very engaged with the project and had a unique energy that came through in the designs they presented."

Another factor is cost. The SCAD partnership saves IHG and its franchisees a lot of money compared to commissioning a design house. If the end result is just as good—and Radomski believes it might even be better in some respects—then why not?

"This frees up money, which we can use for other brand projects," he says. "Where the students can raise the value proposition even further is through their level of critical thinking. For instance, in the projects we’ve worked together on, they’ve demonstrated the ability to find meaningful cost savings through the use of different—and sometimes more sustainable—products and manufacturing processes. When our franchisees get ready to implement these designs, these sustainable products will save them money in the long run. Additionally, the students have a tremendous design sense, and we fully expect that guests will be willing to pay more for the designs they’re creating for us."

In the Staybridge redesign (left), Radomski credits the students with creating modern design elements that work for an extended-stay brand, namely components that address the need for personalization and storage.

"We have a desk hutch that frees up workspace on the desk and gives storage space for a guests’ office supplies, computer equipment, phone chargers, etc.," he says. "There are nesting tables that fit under the floating bedside tables that guests can use to sit down on and tie their shoes, or lay out their clothes in the morning or use as extra seating if needed. The students created ottoman cubes that have a removable top that can be used as a lap board, with space for storage inside. We also have customizable shelves in the closets, since some guests will need to bring more shoes or clothing, for instance, if they’re staying for a longer period of time."

The students are to present their final design concepts for Candlewood later this month, and the Candlewood brand team will then work with the concepts to come up with workable final designs.Model rooms are expected to begin construction in the fall.