Design Research Discussion 1
Narrative
Hotel del Coronado is a luxury beachfront hotel in the city of Coronado, just across the bay from San Diego, California. It was designated a National Historic Landmark in 1977. The narrative of the hotel’s brand is in its history. When it opened in 1888, it was the largest resort hotel in the world. It has hosted presidents, royalty, and celebrities through the years. The hotel has been featured in numerous movies and books. Since it was first built more than 120 years ago, the Hotel del Coronado has been a definitive example of what a luxury resort should be. People are attracted by the chance to become a part of its history. To stay there is like going back in time, but more comfortable.
Strategy
The hotel’s design strategy combines its historic charm with contemporary luxury, while the white sand and the ocean spreading out in front it promise spontaneous fun.
“Design strategy could be described as inventing the language to express your client’s business strategy most clearly. Jamie Koval, president of VSA Partners in Chicago, puts it this way: ‘Design strategy articulates the parameters and potential of a specific challenge that drive a series of solutions or result. It’s simple, compelling and actionable’” (Stone 2013).
Theme
The theme for Hotel Del Coronado’s brand comes from its history and its elegant Victorian architectural style. Everything about the brand from its promotional pieces, its signage, the rattan chairs, to the clean white paint and red roof communicate the theme of the hotel’s legendary history. “Graphic design also works on multiple levels. Each level is important, because a story needs to be told, but that story is really just a vehicle for the theme” (Curtis 2013).
Style
Hotel Del Coronado is one of the few surviving examples of an American architectural genre: the wooden Victorian beach resort. The hotel’s logo uses a silhouette of the iconic dome, and a Victorian inspired font combined with a more contemporary font. The use of red white in the logo and all of the promotional pieces adds a clean, sophisticated and regal simplicity to the undertones of the Victorian style. The checkerboard motif hints at Victorian style, but it also ads a contemporary flair and a touch of fun. “As designers, storytelling is what we do visually. We set a tone, we inspire, we invoke change and thinking through design. We do that with style, with color with shape and form. Storytelling is in essence, how we problem solve and create an experience for our audiences” (Subasic 2013).
References:
Curtis, H. (2013). MTIV: Process, Inspiration and Practice for the New Media Designer, 1/e Vitalsource eBook for Full Sail University. Pearson Learning Solutions, 12/2011. VitalBook file.
Hotel del Coronado images. (2014). Hotel del Coronado website. Retrieved from http://hoteldel.com/about-our-san-diego-resort/
Stone, T. (2013 February). Understanding Design Strategy. Retrieved from: http://www.howdesign.com/how-magazine/how-march-2013/understanding-design-strategy/#sthash.o7kkJcqa.eycNN67l.dpuf
Subasic, A. (2013 August).Outside the Design Box: Story Story Night Retrieved from http://idaho.aiga.org/outside-the-design-box-story-story-night/#sthash.MetWTB9X.dpuf See more at: http://idaho.aiga.org/outside-the-design-box-story-story-night/#sthash.MetWTB9X.dpuf