PROBLEM

We needed to create an authentic and original experience that allowed hotel guests to tap into Memphis culture, meaningfully interact with others, and feel like more like a local than a tourist. We discovered our audience using information collected by the City of Memphis. We found that top travel motivators include music, nightlife, and Beale Street. We also found that 85% of travelers expect to experience music and only 34% of travel parties include children. Based on this information, we decided to target 20–40 year old couples and friends looking for lodging rooted in Memphis culture, music, and nightlife.

SOLUTION

At the root of Memphis culture is music. To give guests an authentic experience, we drew our inspiration from juke joints, the birthplace of blues, and a place people gathered to connect with their community. Our name and mark stem from the 3, 4 bar segment structure of 12-bar blues. We wanted the mark to be as flexible and improvisational as blues itself. We encouraged interaction with others through a large, open lobby and bar where guests can chat and listen to live piano. By focusing on language, like “We’re your home away from home”, we help guests feel relaxed, comfortable, and less like a tourist. We further encouraged community and conversation with a restaurant, the Kindle, above the hotel.

PRODUCTION & FINAL PRESENTATION

At the end of the project, we held a reception to present the interior and identity of both the Three Four Hotel and Kindle.