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2019 Commercial Design Awards: You've got personality!

Winning commercial building designs reflect the personality of their tenants.

(page 5 of 12)

Tru by Hilton

Best New Development or Renovation–Hotel

Personality and spunk aren’t often adjectives used to describe hotel design, but when you’re trying to market to young people, you reach for something different.

The Tru by Hilton in Madison reflects one of Hilton’s newest brands — one of the first “Trus” to open in the state of Wisconsin and only the 20th in the U.S. — and it’s designed to provide an energetic, unique hotel experience for the young-at-heart.

With 46,125 square feet of space, the hotel is minimalist-inspired — partially, at least. The hotel’s rooms are slightly smaller than average and offer simple, yet classy finishes of tile, luxury vinyl plank flooring, and soft color tones.

Public areas, the hotel’s focal point, offer more vibrant colors, cozy and comfortable private areas, and collaborative spaces. The lounge area not only features games but also showcases a one-of-a-kind, Madison-inspired wall mural.

Customers who would get the most out of their experience here are those who would rather spend time in these public areas than in their hotel room — such as the younger crowd.

In the summation of one CDA judge, architects took what otherwise could have been an ordinary building and gave it the aforementioned personality and spunk. “What is nice is that they, the company, Hilton, is trying to find a solution for  thehotel business that is more youthful,” notes the judge. “This facility has that type of feel to it. It feels younger. It feels more dynamic and exciting. Some of the ways they were able to do that is just with the use of paint in bold colors, and we know that Wisconsin architecture is not known for bold colors.

“It’s a new entrant in the physical environment of the state, but that is there for a purpose,” he continues. “You want to differentiate your brand from the others, and you want to create a place that has a certain level of excitement and joy to bring people back over and over again. They took steps to make that happen.”

Project credits

Location: 8201 Watts Road, Madison, WI 53719
Owner/Developer: Madison West Princeton Investors
General Contractor/Construction Firm: Kraemer Brothers
Architect: Gary Brink Architecture and Design
Completion Date: April 2018

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