As­pir­ing to be In­sta­gram-wor­thy

The Hamilton Spectator - - TRAVEL -

There was a time when beige ruled the roost and ho­tel room de­sign was rather #mil­que­toast.

Many ho­tel de­vel­op­ers now know that a piece of cool art doesn’t just have the po­ten­tial to ap­peal to a guest, it has the po­ten­tial to ap­peal to ev­ery­one who fol­lows that guest on so­cial me­dia.

“From a de­sign and art stand­point, we’ve got a lot of very bold art that cre­ates back­drops for peo­ple to take self­ies and share on­line,” says An­der­son, of Radis­son RED, which has lo­ca­tions in Minneapolis and Brus­sels, as well as Cape Town, South Africa, and Camp­inas, Brazil.

The colour­ful and cre­ative de­sign of Ho­tel EMC2 ban­ishes bland and is ir­re­sistibly share­able. The ho­tel com­mits deeply to its art-and-sci­ence theme, and is punc­tu­ated with an­tique books, vin­tage mi­cro­scopes and nods to great sci­en­tific and artis­tic minds, such as Al­bert Ein­stein (the restau­rant is named the Al­bert) and Leonardo da Vinci (“one of the pa­tron saints of the ho­tel,” Green­berg says). In the rooms, dra­matic and pho­to­genic show­ers — which are in­spired by lab­o­ra­to­ries of the 1920s — are a cen­tre­piece, and are translu­cent on three sides (with an op­tional cur­tain), while mir­rors have an in­fin­ity ef­fect and beg for self­ies.

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