Easy-going Stays

GARNER HOTELS

Inspiring growth with a flexible framework that weaves a unifying design thread whilst celebrating the unique character of each property and location.

Brand Strategy
Interior Design Philosophy
Interior Design Guidance
Interior Design Application

Garner, IHG’s latest midscale conversion brand is re-defining the market by leading with character, focusing on delivering quality stays at an affordable price. Designed to deliver on what’s expected – a great night’s sleep in a safe, clean space, with easy-going breakfast that gets guests on their way. But the way those basics are delivered is purposely different from property to property, from the warm and welcoming team to the lobby and room décor.

Supporting the creative and commercial growth of Garner across EMEAA, AboundStudio were approached to translate Garner’s global design philosophy into a regional design approach. With plans for over 1,000 hotels across the globe in the next decade, the solution needed to be creative yet commercial, inspiring the design and thoughtful conversion of a diverse pipeline of properties across IHG’s largest and fastest growing region.

The result is a flexible framework that is fresh yet familiar – while each property is unique in character, a familiar thread connects them together.

Fresh yet Familiar.

Home to the comfort seekers and avid entertainers; friends and strangers. The just dating couples and 'winging it' parents. The footy obsessed, 'Norf London' geezers and park-run craft coffee chasers. The Saturday morning market goers and art on the heath (with bubbles) kind of people. The free-wheeling lycra clad cyclists, and music lovers heading home from the Roundhouse after an all nighter. The bootcamp bunnies on the hill at sunrise and the popping to Paris fashionistas.

Like its guests, each hotel celebrates its unique differences. It meant taking a softer approach to looking at the conversion of each property, getting the fundamentals right in each property and then layering in a thread of charisma. Warm textures. Adaptable furnishings. Playful pieces. Working with a design style that ensures each of our spaces are relaxed, flexible and purposefully different.

So whether a light-touch or full refurbishment, a series of design principles help translate Garner’s identity and design style flexibly. Guiding how to think about interior design across colour, furniture, lighting, styling, accesories, artwork and signage. Whilst thoughtfully evaluating each properties individual needs to renovate a newly signed property.

Relaxed. Flexible. Different.

Conversions are at the heart of Garner’s design strategy. It means being adaptable and thoughtful in furnishing choices, ensuring comfort while highlighting each property’s unique character. Practical pieces are combined with carefully selected features with pops of personality to create spaces that are both functional, inviting and made with character.

We focused on the spaces that bring Garner’s hallmarks to life. From a refreshing welcome moment on arrival, to fresh coffee and tea in the public spaces, to a delicious breakfast or snacks 24/7 in the Garner Shop, bringing to life how every Garner property keeps guests going, across the guest journey.

Pops of Personality.

Brought to life with inspiration, examples, design references, sketches and quality standards, the project offers a suite of design tools for owners, developers, and designers. Created to guide and inspire, rather than dictate design, the tools allow creative freedom within a structured framework to support the development, expansion and delivery of unique, easy-going stays worldwide.

Delivering Quality Stays.

Touchpoints

IHG’s newest midscale conversion brand continues to grow, with over 70 properties open globally and over 80 properties in the pipeline, each a milestone towards reaching the brand's goal of more than 1000 hotels over the next 10 years.