Hotel Branding Celebrates Art of Location and Place

A Study in Boutique Hotel Branding: Hotel Murano

We’ve worked with numerous lodging properties on hotel branding strategy, with an emphasis on boutique hotel branding. Personally, it’s always fun to stay in boutique hotels that are unique to the character of their locale, and of course for the novel amenities they typically offer. It’s even more rewarding when personal and professional combine in a brand experience that leaves you “glassy eyed” at its inspiration and execution.

Such is the case with the Hotel Murano in downtown Tacoma, Washington.

From Pulp Mills to Artistic Epicenter

First, a brief contextual note about Tacoma, whose urban revitalization has become its own rebranding of sorts. During my days as an undergrad at the University of Puget Sound, Tacoma was known for the “Tacoma Aroma,” a somewhat odious blessing from the area’s paper mill (now largely absent thanks to technology advancements).

That was a few years back, but notwithstanding the passage of time, Tacoma’s downtown turnaround—largely over the past 15+years—has been stunning. The city has become known as the epicenter of the American art glass movement, anchored by the Museum of Glass and the stunning Chihuly Bridge of Glass.

From Bland to Brand

I’d stayed here in the hotel’s former life as a Sheraton Hotel, and there was nothing distinctive or memorable about my experience there. When Provenance Hotels purchased the property and refurbished it in 2008, they smartly took note of the cultural shift in the community. They didn’t just acknowledge glass as a local attraction, they embraced it for their brand identity, leveraging and celebrating both location and place as key brand differentiators.

I know, because I stayed there recently on business travel, and I felt as if I were spending the night in a fantastically cool art exhibit, except that it’s now a Forbes Travel Guide Four Star-rated hotel.

At 319-rooms with 28,000 square feet of adjoining meeting space, part of the challenge is that the Hotel Murano is big—larger than many definitions of boutique hotels, mine included. But the thorough integration and intimate display of the art glass brings down the scale of the property and makes it feel more approachable.

Hotel Brand Design with Clarity, Consistency and Character

The wow factor starts at the front entrance where a 104-foot-tall glass masterpiece, “Orizon,” by Costas Varotsos, greets guests.

Did you get that? One-hundred and four-feet tall.

At many boutique hotels, this would be the extent of the conceptual tie. A big-budget item in the most highly traveled part of the hotel—its lobby—to set the tone.

But not at Hotel Murano, where art glass is integrated into the function of and design throughout the hotel to complement Tacoma’s reputation as an art glass hotbed. In all, the hotel provides a gallery-like experience that blends specially commissioned works and others acquired from artists’ studios and galleries representing more than 45 artists from around the world. These are showcased throughout the public and private spaces in the building. 

A great example is the arrival on a guest room floor. When I got off the elevator on my floor, I was greeted by a work from a highlighted artist, along with the artist’s story—which I promptly lingered to read. The hotel’s corridors take this idea and extend it through the walk to your room with additional panels detailing the inspiration and additional information about the featured piece of art on that floor.

These were so intriguing, I made a trip to EVERY floor in the hotel when I stayed there. I’ll bet I’m not the only guest who makes this journey. Now how often does that happen?

The thematic glass collection includes vessels, sculptures, prints and drawings that are joined by custom-designed, functional, handmade objects and installations that create a sparkling, stylish and modern environment throughout the hotel.

This hotel branding design is thoughtfully extended even to the smaller elements of the property—including simple, yet beautiful icon signage for the women and men’s bathrooms, which are—yes—made of glass.

Brand Investment Delivers ROI

This sharp brand execution, along with attention to fine service and creative amenities, has resulted in numerous awards for the hotel. In addition to the Forbes Travel Four Star rating, Condé Nast Traveler has recognized Hotel Murano on its Gold List multiple times and ranked it as #17 on its Reader’s Choice list of the Top 200 Hotels in the United States in 2011.

As a professional in boutique hotel branding, I’m a fan. Provenance has a talent for building brand identity by deeply integrated art stories across its urban boutique hotels. Beyond Tacoma, you can experience examples at the company’s other properties, including Hotel deLuxe, Hotel Lucia and the Sentinel Hotel in Portland, OR; Hotel 1000 and Hotel Max in Seattle, WA; Hotel Preston in Nashville, TN; and The Old No. 77 Hotel & Chandlery in New Orleans, LA.

If you’re interested in learning more about our focus on hotel brand design, take just a moment to read more about our work for Hotel 43.