Hilton Tempo
Brand Strategy & Experience Design
The modern, ambitious professional brings new expectations and desires to the market. For these travelers, Hilton saw an opportunity to design a lifestyle hotel brand and experience, centering their needs and identities from the ground up.
Worked on at SYLVAIN
Learnings
Through in-depth consumer research, including focus groups, co-creation sessions, and digital panels, we learned that many modern, business travelers define themselves by their ambition and the pursuit of progress in all aspects of their lives. And yet, when it comes to business travel, they’re forced into circumstances that disrupt their progress, don’t align with their self-perception, and leave them at their worst when they need to be at their best.
DELIVERABLESConsumer Research Synthesis, Video, Profile, and Consumer Muses
Strategy & Design
With this understanding serving as the core strategic insight, we aligned with the Hilton team on an idea of creating a balanced and uplifting hotel experience, smartly-attuned for ambitious, modern business travelers to continue becoming their best— even while away from their homes and routines.
From there, we engaged in monthly collaborative workshops with Hilton and partner teams (architecture & interiors, food & beverage, service & training), aligning on an overarching brand narrative and suite of signature hotel experiences—specifically the Power Down Sleep Collection and the Power Up Craft Coffee Bar, circuit training, and morning meditations.
DELIVERABLESBrand Strategy, Personality, Values, Creative Territories & Narrative
Design Principles, Experience Journeys, Signature Concepts & Executional Blueprints,
Architecture, Layout, and Interior design developed by Nelson Worldwide, Gettys, and Hilton, with strategic and experiential design input from SYLVAIN.
‘Signature’ Experience Design
Power Down
We designed an experience around getting ready for a restful and restorative night’s sleep. In collaboration with Hilton and Thrive Global, we established clear intentions around the bedtime routine, allowing guests to comfortably disconnect from technology and enter into a more-grounded state-of-mind before sleep.
Power Up
Power Up offers guests a variety of experiences to help start the day—from invigorating showers and mindful meditations in-room, to circuit training in the gym and complimentary third-wave coffee and add-ons in the lobby.
Results
Tempo launched in January 2020 and has 30 commitments with developers to build across the U.S., including New York, Boston, Los Angeles, Washington, D.C,. and Atlanta.
Scope of WorkDesign Target Definition
Brand Positioning + Strategy
Experience Strategy + Design
Brand Territory Development
RoleCreative Director
TeamMerideth Bogard
Cole Nielsen
Gretchen Devero
Anna Bedineishvili
Katie Sadow
Steve Winchell
Phil Cordell
Kimberly Cooper
Jen McCardell