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Designed to facilitate exploration and discovery of Memphis, architects HBG Design created a strong sense of place and a distinct “localvore” brand experience for the new Hyatt Centric Beale Street Hotel. Designers drew conceptual inspiration from Memphis’ rich riverfront industrial history, musical roots, important regional elements, and the city’s “grit and grind” attitude.

The musically inspired ideas of flow, pitch, meter, rhythm, sound, repetition, vibration, and resonance are expressed in the staggered patterning of the window placement which recalls sheet music and guitar fret patterns. As day turns to dusk, the hotel exterior reveals a glowing ground level of public space, exposing the corner lobby bar while showcasing the floating hotel mass with its color changing vertical neon lights. This theatrical lighting is a contemporary expression of the neon signs and nightlife of Beale Street and the vibrant color changing effects along the two Mississippi River bridges within site line of the hotel.

Additionally, designers honored the history of the adjacent former Ellis blacksmith shop by integrating the renovated structure as a high-end industrial event space, and by referencing the building and its original use throughout the hotel’s interior design and detailing.

Photo: Courtesy of HBG Design

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