RRA was hired by Starwood Capital to improve the
hotel's street presence and develop a welcoming location identity for both cars and pedestrians. The existing arrival experience was dominated by a utilitarian pre-cast parking structure at the podium of the hotel complex on a wide semi-industrial street. RRA proposed concepts and developed two alternate schemes to re-clad the existing structure with a back-lit curtain wall: one with multi-colored glass on steel rods at different depths to add more visual interest to the monolithic plane of the massive façade – and the other with a dynamic torqued volume with backlit acrylic panels. In addition, RRA proposed modifying the planters, sidewalk, stairways, signage and site lighting to enhance the pedestrian experience.