Hospitality Design & Development Services
New York City, NY
Los Angeles, CA
Boutique Design Magazine: BD|NY Trade Fair
Both an interior design competition and a secondary showcase for manufacturers to exhibit their products, these lounges at the BDWest and BDNY Trade Fairs provide an opportunity to make an impression on hospitality industry decision-makers.
I collaborated with a team of interior designers and suppliers — art and lighting consultants, makers of wall coverings, casegoods, carpet, and more — to create a pop-up lounge that would capture the attention of judges and conference attendees alike.
For a lounge that highlighted transitions — day-to-night and indoor-to-outdoor — in a contemporary Scandinavian style, the name needed to evoke airiness, nature, and Nordic nations’ signature attitude toward savoring a good drink — without being hard to pronounce.
The word altitude conjures deep fjords overlooked by high cliffs covered with towering, old-growth forests. Styling it with a double “a” is a nod to famous Nordic designers like Alvar Aalto and Eero Saarinen — a readily understood reference for an audience of professionals trading in the design of furniture and interiors.
Welcome to a Scandinavian-inspired space of contrasts — where indoor meets outdoor, and daytime fades into dusk as you raise a glass with friends. Skål!
The bright indoor bar transitions to a shaded patio terrace — where an unmissable selfie op awaits on a custom chaise among the Nordic pines.
As evening arrives and creates invitingly dim corners under the pergola, artwork transforms from wild woodlands to the majestic aurora. Visit at 2:30 PM to witness the scenery transition from a sunbathed thicket to an ethereal evening on the fjord.
The boldly patterned space required a brand that also felt fresh and bold without blending into the (literal) scenery. I selected a mid-weight sans serif for signage to ensure its legibility over artwork that was still not finalized. To play up the light, airiness of the brand, I utilized pastel tones found in carpets and upholstery, but skipped bolder jewel tones that would add visual weight. As a contrast to the bolder patterns in the space — like the color-blocked carpet and lattice-inspired graphic patterns — I opted for an abstract watercolor motif that allowed for variation, but as a light-handed motif, didn’t compete for attention in space already lush with visual interest.