Custom Hotel

Naming, Brand Identity, Environmental Graphics, Interiors

Wrapped in a mid-century modern building near LAX, Custom Hotel gave travelers a refreshing, young-hearted alternative to traditional airport hotels. Working directly with the owner and interior designer, we built several custom furniture pieces with integrated graphics, including several neons, a custom concrete coffee table paying homage to famous architect Welton Becket (responsible for the original building), a floral engraving running across the front desk, and oversized portraits flanking each elevator cab. This collection of curated experiences and details quickly became the genesis for the naming of the property: Custom Hotel.

The location included all the facilities you would expect from a high-end business hotel, but each common area had its own identity, carefully designed with unexpected details that provided memorable experiences. Vivid supergraphics and bright color palettes allowed us to completely infuse each space with a sense of optimism, as well as constantly nurture the sense of surprise and delight of the guests as they discovered each.

We outfitted rooms with custom DIY artwork and furniture to incorporate the notion of games and leisure, as well as the owner’s fascination with equestrian competition. At night, we amplified the hotel’s seductive personality with erotica collages, dim lighting, and a collection of bars that juxtaposed modern design with vintage pieces. Custom Hotel became the perfect destination for a vibrant evening out in LA.