MASTERPLANNING IN TODAY’S BOOMING HOSPITALITY LANDSCAPE
There is that distinct yet subtle quality that somehow compels you to a room, a shop, or even a lobby. In the world of design creating that quality that generates a positive response in people is known as ‘placemaking’.
In hospitality design, a sense of place is essential to the experience of the guests.
“Ultimately, what would make any hotel project unique is how its location is manifested in the interiors. Effective placemaking entails the design narrative to take inspiration from the location--the country or city’s culture, character and heritage,” said Norman Agleron, principal of global hospitality design company Hirsch Bedner Associates’ Manila Design Office.
Invited to speak on Master Planning Essentials in Global Link Exhibitions Specialist’s recently concluded Hospitality Management Essentials Seminar, Agleron’s expertise was drawn from his years with HBA, known in the hospitality industry as one of the leading and highly reputable interior design companies in the region.
Established in Los Angeles, California, HBA has been a consistent top choice among businesses, having been able to create brand-strengthening moods, scenes, and experiences for several top hotels, resorts, residential buildings, and business establishments, worldwide. Two of its outstanding projects were included just earlier this November, among the finalists in the Design industry’s premiere design awards program, Best Of Year (BOY) 2019 Awards—the Fairmont Maldives Resort Hotel and the Sifang Boutique Hotel.
In the Philippines, having been operating for a relatively few years, the HBA Manila Design Office has created a number of spaces that show effectiveness in placemaking: Shangri-la at the Fort in BGC; Inagiku and Sage Bar in Makati Shangri-la; La Piazza Italian restaurant, The Grand Salon ballroom, and the Spa at Okada
Manila; , and the Benavides Residences Showroom in Makati.
“HBA’S successful projects have been part of meticulous planning process. Managing from design to implementation,” he shared. The work entailed in every project includes zoning, a functional framework, bones of the project, and efficient FOH/BOH (front of house/back of house) planning. The latter, he added, is achieved when operational requirements are satisfied and there is no cross-traffic between guest circulation and service areas.
The seminar attendees were eager to draw from Agleron’s experience in the competitive local hospitality landscape, even amidst the boom.
Having worked with HBA in Australia before moving back to the country to lead the Manila operations, he was asked for his insights about challenges in the field amidst current conditions.
“For sourcing FF&E (furniture, fixtures, and equipment), although going 100 percent local would be ideal, some products are more expensive than imports because of labor cost, and speed depending on quantity. For upscale projects, we usually specify indent items, which require very long lead times due to logistics. Generally, suppliers would only shorten the lead time if the orders are in bulk.”
When asked about sustainability—a global trend in design and construction as well—he said, “In this day and age, environmentally sustainable materials are available but the (current) choices are quite limited in terms of flexibility for use in decorative interiors. I can guess that it’s because the demand is not there yet. So there is a shared responsibility amongst designers to encourage the market in using sustainable construction materials… and practices.”
Agleron did not hesitate to accommodate questions on how HBA, and especially its Manila Design Office, has remained one of the most soughtafter companies in the country. This he attributed to what has become their signature stamp on every project—connectivity, equilibrium, balance, collaboration, and creative synergy.
“It’s an internal discipline that they bring into the relationship with their clients, for every project we undertake.”
“We will continue to redefine hospitality design and luxury interiors as the market demands evolve. The hospitality industry in both the global and regional levels is an ever-changing landscape,” he said.