CREATIVE CHALLENGE

TABLET
HOTELS

Show us your vision of the perfect social hotel connecting guests with the curious locals
in an authentic yet compelling manner.


THE BRIEF

Tablet was founded in 2000 by Laurent Vernhes and Michael Davis, new media veterans who were tired of predictable chain hotels. In their search of hotels with personality, an obsession with details, and an experience-beats-economy mindset, they created TabletHotels.com, the trusted source for extraordinary hotels around the world.

TASK

Create a hotel where guests
mingle freely with locals, and with
other guests, where experience
is shared, friendships are born,
business contacts are established,
and real human connections are
made, all under the hotel’s roof.

OBJECTIVE

The winning hotel will be a place
where people come together
unpredictably, unexpectedly,
serendipitously. Location is limited
to downtown New York City, south
of 23rd street. This means an urban setting, with street frontage, and a hotel surrounded by buildings of roughly similar size.

KEY INSIGHT

While tasteful and attractive
interiors are important in selling
the concept, the foundation for a
winning submission is the concept itself, not the surface qualities.

TONALITY

Authentic, Bold, Innovative, Irreverent.

Target Market

LOCATION

Meatpacking District: a neighborhood in the New York City borough of Manhattan that runs roughly from
West 14th Street south to Gansevoort Street, and from the Hudson River east to Hudson Street, although
it is sometimes considered to have extended north to West 16th Street and east beyond Hudson Street.

INSPIRATION

Metropolitian boutique hotels and private clubs.

LOGO CONCEPTS + TYPOGRAPHY

Pronounced (ré-zoo-tage) which is French for Networking. Font: Calendar Note.

DESIGN INSPIRATIONS

Building exterior in the Meat Packing District and Essensia's bar interior at the Palms Resort & Spa, Miami, FL.

hotel facade

CONCEPT 1: NUMERICAL BAR

CONCEPT 2: TABLE OF TOPICS

CONCEPT 3: NYC HOT SPOTS

CONCEPT 4: SMALL GROUP HAPPENINGS

CONCEPT 5: UNPLUGGED

LOCATION