In the piazzas of Rome or Prague’s Old Town Square, residents might listen to live music while enjoying an apertivo with friends, while tourists chat in cafés or people-watch from a nearby bench. Indeed, in plazas and town squares across Europe and the world, locals and visitors gather in these vibrant, community-driven spots to relax and recharge — scenes which inspired the Sheraton Hotels global brand team as they developed a new design strategy for the 85-year-old, heritage brand.
Sheraton designers looked at how community spaces engage people and encourage flexibility in their use: tourists might enjoy a coffee or people-watch from a bench, while locals peruse the morning paper. In addition, the brand paid attention to how these public gathering places varied by city.
The takeaway? Sheraton committed to transforming all of its hotels’ public spaces into community gathering places where guests and locals can work, socialize and relax.
“Our mission is to be the world’s gathering place,” says Amanda Nichols, global brand leader for Sheraton Hotels. “It’s centered on bringing people together, and we think our lobbies are the beating heart of that.”
In addition to inspired space planning, Sheraton also understood that design elements such as color, materials and artwork should help their guests connect with the local destination.