MORGANS HOTEL GROUP
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MORGANS HOTEL GROUP. DISTINCTIVE. INTIMATE. BOLD. THE PROPERTY.

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MORGANS HOTEL GROUP

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Morgans hotel group

MORGANS HOTEL GROUP

DISTINCTIVE

INTIMATE

BOLD


Morgans hotel group

THE PROPERTY

I believe that The Morgans Hotel Group chose this particular location because value this type of property proposes. The history of the area, although attempted to have been preserved, has faded with the waning industry. A revamped hotel in this area will bring life back to a classic MiMo neighborhood.

One of my main goals for this property is to make it a Miami Beach destination not only for guests staying at the hotel, but for locals as well. The renovations to the space will enhance its historic characteristics as well as create something unlike any other hotel. In doing so we will be reinforcing the branding of Morgans’ Hotels as a distinct experience. It is for these reasons that I have been hired on.


Morgans hotel group

GUEST PROFILE

Adrian-26

Construction Manager

CARS ∙ WORKING OUT ∙ DOGS ∙ SHOES ∙ MOTORCYCLES ∙ GIRLS


Morgans hotel group

GUEST PROFILE

Steve-42

Doctor

LIFE ∙ GREAT ROMANCE∙ TROPICAL WATERS ∙ ANIMALS ∙ MUSIC


Morgans hotel group

GUEST PROFILE

Heather-24

Bartender

BEACH BARS∙ DAYS OFF∙ FOOTBALL ∙ BIKE RIDING ∙ FLIP FLOPS


Morgans hotel group

MOOD IMAGES & DNA

PLAYFUL

DRAMATIC

VIBRANT


Morgans hotel group

EXPERIENCE MAPPING

restr.

guest rooms

stairs

café/bar

dining area

bar

recept

host

entry

entry

Hotel Guest

Café/Bar Patron

restr.

Key:

primary

secondary

kitchen

private

bar

dining area

public

primary

secondary

tertiary

serv. station

entry

Server


Morgans hotel group

SPATIAL RELATIONSHIPS

bar

stairs

stairs

stairs

This is a linear system. Therefore everything is lined up shotgun style. Because of this the adjacencies are limited.

This arrangement makes me think harder about what really needs to be close to which elements. Since the opportunities are limited, I need to make the best of them.

Since the building is long and narrow, this plan actually fits fairly well.

To break up the boring arrangement elements such as outcroppings or varying elevations can be used.

bar

restroom

cafe

lounge

office

lounge

This is an axial system. As opposed to a typical axial system, this one has two axis. Believe it or not, this one has even less adjacencies than the linear model.

This points out to me that there are certain elements that need to be near multiple other areas and some that only need one or two access points.

The way this looks right now, the arrangement would leave empty space in the building, but it is really difficult to truly know without proper scale/shape.

Not so much elements, but changing the shapes of the spaces to meld together better.

cafe

recept.

restroom

recept.

office

entry

entry

stairs

restroom

This is a radial system. Everything appears a lot closer together with this pattern. Even things that are across the building seem tied together.

In reality, especially because this is such a small space, everything need to be close together. This allows for easy access and wayfinding.

The shapes are off in the diagram, but if everything were elongated, I believe it could work.

The space will have to be very open, but with some dividing characteristics to separate the spaces such as columns or partial walls.

Key:

office

bar

private

lounge

public

recept.

primary

secondary

cafe

tertiary

entry


Morgans hotel group

PLACE COMPONENTS

N2

N1

C1

N1

D3

C1

C2

C2

D2

D1

A

A

D1

D2

Key:

C=Center A=Arrival N=Node D=Domain


Morgans hotel group

SPATIAL CONCEPT

stairs

restroom

lounge

recpt

bar

office

entry

cafe


Morgans hotel group

CONCEPT DIAGRAM


Morgans hotel group

HARD-LINED PLAN


Morgans hotel group

CONCEPT STATEMENT

The current condition of the property is dull and lacks any remarkable quality. I wanted the interior to be lively and vibrant pulling my initial inspiration from masquerade balls. In some cases the outfits are very colorful and bright and in others only black and white is worn. By using the contrasting color pallets, it will allow the two styles to mingle so that neither trait is overwhelming. It was also very important for me to keep the design in line with the bold and distinctive designs that the Morgans Hotel Group has become known for and at the same time create something uniquely different from any of their other properties.

New Hotel Name:

D

OMINION


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