Designer Forum: Custom carpet is the star of a hotel chain’s redesign – Feb 2024

By Antonio Massarelli

To coincide with its 40th anniversary, the Sheraton Laval Hotel and Convention Center just outside of Montreal underwent a massive transformation marking its rebirth. While giving the hotel a fresh, distinct and youthful character, Montreal firm Massarelli Design sought to create a welcoming environment that would be inclusive and inviting, bringing different people together, whether for work or pleasure. In addition to creating a new aesthetic, the complete renovation had several functional purposes, as well: to improve spatial planning for easy access to facilities while expanding the convention center for increased efficiency; to convert dedicated function spaces into flexible ones, transitioning from day to night based on needs; and to showcase the hotel’s specialty services of food and beverages as a main selling point to entice guests.

CREATING A YOUTHFUL, YET COHESIVE, ENVIRONMENT
The unique design challenge was how to make a large hotel with a convention center and numerous banquet halls and public spaces feel like one harmonious entity. Flooring was key to successfully blending all the spaces. The flooring plays one of the most important parts in a hotel’s image and reputation-the Sheraton brand design required that the carpeting in public spaces and halls be Axminister wool carpet.

Prior to the project, Marriott had done case studies and developed preliminary designs to give the Sheraton a new look and direction. Using those studies as a launch point, the team decided to push the design by introducing a carpet pattern that was more abstract. They opted for a custom carpet from Brintons to make an impact while respecting the design parameters of the Marriott hotel chain. By using an abstract theme with a warm, earthy color palette, they created a more youthful but also timeless setting that today’s clients can relate to. The custom broadloom became the centerpiece of the new design and was used in the lobby, corridors, banquet halls and convention center.

Having done prior work with Brintons, the designers looked through the company’s extensive catalog of patterns and selected one that they then modified. They also created four additional patterns to complement it, including an oversized pattern for the convention center, a large version for the banquet halls and a medium-scale pattern for all the public spaces. The challenge, then, was how to deal with two different patterns at door entrances. With Brintons’ head creative designer, they came up with a small print that allowed the carpets to blend naturally into each other.

To complement the bold custom carpet, the team used oversized porcelain tiles in high-traffic areas, such as the entrance lobby and the arrival, communal and market areas, selecting a neutral light-grey stone look so as not to compartmentalize the spaces. In addition, they used area rugs under seating areas to cozy up these zones and make them feel more residential and comforting. The wood parquet around the bar and club lounge also helps lend the spaces a homey feeling, thereby making it easier for people to relax.

CREATING A BETTER FLOW
Symbolizing Sheraton’s community focus, the team took inspiration from the idea of a public square as a place that brings people together to encourage a sense of belonging. The main intention was to create a comforting, inclusive and inviting environment with global design influences that would resonate with travelers and locals alike. Many areas were designed with an open concept and reflect residential trends: colorful wall coverings and comfortable couches, playful light fixtures and lush plants, quirky décor and inspiring artwork. A clever combination of wood veneers, metal textures and recycled onyx slabs creates interest and infuses coziness without compromising on quality or sustainability. New spaces like the Meet Area, with its breakout niches where visitors can work, relax and socialize in small groups, emphasize a laid-back, fluid approach as a key component of modern life. Guests are made to feel at home while still enjoying the privileges of being in a hotel, catering to their needs and preferences.

The hotel is famed for its weekend brunches, and the creation of the public square and smarter spatial planning enhance the related functionality.

Custom-designed terrazzo slab community tables on wheels can be easily moved to accommodate mobile cooking stations, expanding the dining area from the restaurant into the adjacent open spaces. The Club Lounge, once out of sight on the second floor, was relocated to the ground floor, within easy reach of both the kitchen staff and guests, who can now seamlessly access its buffet. A wide range of culinary choices served in multiple locations create plenty of opportunities for social interactions, transforming the heart of the hotel into a community hub.

Replacing the former Club Lounge are new long-stay suites, some equipped with full kitchenettes and dining areas. The apartment-like rooms feature artistic and colorful finishes, offering occupants a chance to rest and recuperate in style. With new windows added to respect legal requirements, the change necessitated roof structure modifications below.

A flexible and coherent layout featuring collaborative rooms that can open up to create breakout dining areas during big events was a key design element. Hybrid work and relaxation environments that adapt to guests were created with the introduction of Studios, which spill into the lounge and bar area to transition from meeting to dining, with acoustics addressed through material choices, ceiling tiles and double-glazed walls.

Staff offices were relocated, and that made way for a new open-plan Market Area with direct, easy access to the convention center. It features a barista bar and a 24-hour “gourmet” counter, as well as banquette breakout spaces. These provide guests with a different setting to enjoy refreshments not usually found in hotel functions, while eliminating the need for staff to carry folding tables and food to the venue.

The convention center was expanded to offer 45,000 square feet of space-half modular with sliding glazed walls and motorized walls that retract into the ceiling. The center offers eight multipurpose rooms configurable in 70 different ways, creating endless possibilities for event organizers. The bright and spacious pre-function area, with its custom-designed wool carpet and versatile colorful poufs, leads to a new outdoor terrace, offering visitors the chance to stretch their legs and catch fresh air during breaks.

CREATING A BUZZ
The redesign made an immediate impact and was featured heavily in local news reports. Merging timeless and transitional elements for an energizing aesthetic, the Laval hotel now stands apart from the typical look of Sheraton. The director and his team were so impressed that it became the new inspiration for Sheraton’s rebrand.

The redesign was also awarded in the 16th Grand Prix du Design competition honoring some of the best designs from around the world in multiple disciplines. The project was named a Platinum winner in the Restaurant and Bar/Chain Hotel category for interior design and received gold in the Renovation: Before and After category and bronze in Interior Design + Collaboration.

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