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BRAND STANDARDS: Autograph Collection, Exactly Like Nothing Else

Sleeper Magazine

October 2018

Since its launch in 2010, Autograph Collection has celebrated individuality, bringing one-of-a-kind hotels to guests seeking a stay with a story. With a tagline of ‘Exactly Like Nothing Else’, properties in the portfolio are selected for their rich character, stand-out design and experiential offer. There’s no cookie-cutter approach or rigid set of brand standards to adhere to, rather hotels are independent, maintaining their own name, logo and identity while benefitting from the booking engine of the world’s largest hotel group.

STORIES THROUGH DESIGN

Reflection of place and mark of craft – signature moments and experiences unique to each property – are core pillars of the Autograph Collection, coming together to create hotels with personality. The third, and arguably most important, is design.

While Lido House, Westdrift and Hotel Republic share the same coastline, the design of each is markedly different. Lido House has been designed by WATG; its scheme inspired by the quaint cottages of Cape Cod. The architectural character is defined as ‘Newport Beach nautical’ – a West Coast interpretation of the East Coast Cape Cod style – with brick, shingle siding and shuttered windows accompanying a rooftop turret, the silhouette of which forms the hotel’s brand identity.

The look continues through to the interiors, designed by California-based studio EDG. Joining Sleeper for a tour of the property, the firm’s President and CEO Jennifer Johanson revealed that the design was based on the fictitious tale of a fisherman who brought the heritage of the East Coast to Newport. It is a refined celebration of Southern California’s coastal lifestyle, with public spaces extending outside for an indoor-outdoor feel.

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