Elias Design Group has completed several exciting projects in the past year that incorporate new design elements.

Although it is celebrating its 30-year anniversary, Elias Design Group Inc. is not stuck in the past. The company continues to deliver innovative concepts to leading restaurants and hotels. Based in New York City, President Brad Elias says the Elias Design Group has completed several exciting projects in the past year that incorporate new design elements.

"We've seen a real change in attitudes from a lot of our hotel clients," Elias explains. "A few years ago, designs were clean and contemporary, but more middle-of-the-road. Now, hotels are more willing to embrace fun and dynamic concepts."

Wyndham La Guardia
Recently, Elias Design Group completed a prototype for the Wyndham La Guardia hotel for New York-based investment management firm The Blackstone Group. The redesigned look featured rooms with re-configurable furniture that the guest can move to suit his or her needs.

"Light woods and color accents in orange blue and lime, set against a white background set a fresh, cheery mood," Elias explains. "Flooring is a combination of synthetic wood and carpet. In the bathroom, a glass-enclosed shower and white glass vanity set a contemporary tone. In some rooms, the shower is separated from the room with a glass wall behind an operable sheer curtain.

"That job was really exciting because we were able to redefine how you look at a room," Elias explains. "We had done a couple hotels for Blackstone before, but nothing this cutting-edge. The owner really wanted something fun."

After Elias Design Group presented the prototype, The Blackstone Group asked Elias why the previous projects weren't as innovative. "I said, ‘Because I didn't think you were ready,'" Elias explains.

"A client has to define who they are and what they want before we can develop a look for them," he continues. "You really have to find out a client's expectation before going into the project. A large corporate chain hotel, for example, is less likely to want a very edgy look."

Based in Dallas, Wyndham International Inc. offers upscale and luxury hotel and resort accommodations. The company owns, leases, manages and franchises hotels and resorts in the United States, Canada, Mexico, the Caribbean and Europe, and guarantees that the best rates for its properties will be found on its Web site, the company states.

Wyndham is a founding member of the Global Hotel Alliance, a worldwide union of hospitality companies that provides guests with unique, personalized guest services.

The Blackstone Group acquired Wyndham International Inc. in 2005. "Wyndham has followed a strategic approach to simplify our corporate structure, refinance our debt and sell all non-strategic assets," Wyndham Chairman, President and CEO Fred Kleisner said in a statement. "We have created a streamlined organization centered around 32 high-quality owned and leased hotels and destination resorts, plus the world's preeminent spa, the Golden Door.

"All of this has made Wyndham a much desired and sought-after company in today's real estate market," Kleisner continued. "In that regard, we are pleased to have signed a merger agreement with Blackstone."

Jonathan Gray, senior managing director of The Blackstone Group, said that the company was excited to acquire Wyndham's "terrific collection of employees, properties and brands. "We look forward to working with Wyndham's franchisees, owners and partners," he added.

Sofitel San Francisco Bay
Another project highlight for Elias Design Group was the Sofitel San Francisco Bay hotel. "We've always taken great pride in getting our clients the best solution they can afford," Elias explains.

"We have done projects ranging from historic preservations to punk," he adds. "The Sofitel owners really encouraged us to reach [out] on this project, to be innovative."

Elias Design Group created a look with "clean, kinetic, hypersurfaces," Elias says. "We addressed every surface and put it in motion with angles, curves and partial divisions. "We made the space exciting; enlivened it. It's full of energy, but also classic and elegant, so it can stand the test of time."

The Sofitel won the 2006 Lodging Hospitality Magazine Design Award and was featured in a six-page spread in Hotel Design magazine. Elias says the Sofitel has seen doubled food and beverage sales since the remodel.

Elias notes that the Elias Design Group plans to continue pursuing innovative projects. "We want what we've done for the Sofitel to be our firm's signature look," he notes. "We're interested in doing more innovative and exciting things, which is a change for an established design firm like ours."

The hotel industry had a change in attitude a few years ago, Elias notes, and began moving toward modern and compelling designs. Elias Design Group previously worked with restaurants, which are typically more forward-thinking in their design concepts. However, when hotels began embracing new concepts, Elias Design Group made the move to win more of those projects. "Many clients think they need to work with new, young design firms to get the look they want," Elias explains.

"We had to prove that we could be just as fresh and innovative as new design firms. It took a couple of years, but I think we've proven it. Now, we're primarily a hotel designer, but we still do a great restaurant."

Repeat Business
About 80 percent of Elias Design Group's projects are from repeat customers. The firm strives for longevity in all its relationships - both with clients and employees.

"My designers have a long track record with me," Elias notes. "Some have been with the firm for more than 20 years. There is an advantage to having familiarity with designers and clients. The expectations are high, but the communication is good. Overall, fostering long-term relationships makes for a better project."

Elias says the firm's designers draw most of their inspiration from life experience. "My team travels a lot, and I encourage their creativity," accordingn to Elias.

"Concept is probably our strongest suite, and that's what we lead a project with. "My designers really throw their life experiences into concept development, and the results are really successful." When the firm was working on a concept for the Sofitel, Elias says, the team drew inspiration from a French disco mix that the hotel played.

"The music was sensual and hot," he recounts. "I brought the disc into the office and told the designers 'I want the hotel to look like this feels.' "When we were able to create a concept that reflected the sensuality of the music, I knew we were there."

Elias Design Group has won more than 30 national awards and Elias was recently inducted to the Hospitality Design Platinum Circle, awarded by Hospitality Design magazine for industry leadership. The firm attends association shows, but is relatively low-key in its promotional efforts. "We have 80 percent repeat business, so our main focus is on keeping our clients happy," according to Elias.

Narrowing the Scope
In the coming years, Elias Design Group plans to continue developing its signature look around the hypersurface designs. In addition, it plans to cultivate relationships with clients who want to bring excitement to their projects. "It is such a great lift to do something different and full of energy," he says. "We're going to narrow our scope a little and really target this look."