Hotel Indigo Atlanta Midtown recently unveiled a new look, imbued with plenty of local flavor and flair…and you wouldn’t expect anything less from the brand. Hotel Indigo has established itself as a boutique hotel brand that focuses on the local. Taking cues from each neighborhood where each hotel resides makes the Hotel Indigo experience one-of-a-kind.
Hotel Indigo Atlanta Midtown opened in October 2004 and the staff have spent the past seven years becoming part of the community – they’ve learned from the locals and their guests how to tell the neighborhood’s story. When redesigning any Hotel Indigo location, the design team asks themselves, “If the locals were to build a hotel, what would they want it to say about their city?” according to Caroline Counihan, Senior Media Relations Manager for Upscale Brands at InterContinental Hotels Group, which owns the Hotel Indigo brand. They didn’t have to look far for inspiration for the remodel – with The Fabulous Fox Theatre just across the street, full of history, stories and local color, Hotel Indigo Atlanta Midtown pays homage to the unique culture and story of this famous theatre.
From the decor behind the front desk (yes, those are enlarged ticket stubs from concerts at The Fox – look closely to see a stub from The Cockroaches, the name under which the Rolling Stones toured in early days) to the enlarged graffiti throughout the lobby and restaurant area, the hotel now tells stories of The Fox that are little known. The graffiti is actually real-life art from the projection booth at The Fox – a place where only lighting designers and projection managers tread, rarely ever seen by the public. It’s practically an archaelogical gold mine of Fox Theatre history, a living, breathing, ever-changing piece of the archives.
Look closer still and you’ll see more evidence of the inspiration from The Fabulous Fox: the bar is modeled after the pipes of the Mighty Mo organ, which is still in use for before-show sing-alongs at The Fox. The check-in desk is designed to resemble a stage. The screen in the lobby plays films to mimic the annual Coca-Cola movie festival.
The emphasis on the local goes even deeper, from the Smart Glass chandeliers by local artist Kathleen Plate to the devotion to using local food and beverage at the 683 Midtown Bar & Bistro, the newly redesigned restaurant and bar. Among the local vendors and growers on the list are Masada Bakery, Phoenix Produce, Sweetgrass Dairy, and The Local Farmstand.
It’s all brought together in a fun, funky color scheme of bright pinks, greens and red-oranges, tempered with black-and-white and muted gray, and jazzed up with the neon lights behind the bar. Somehow this jumble of busy themes – including the graffiti-ed walls and multi-patterned textiles – come together to create an airy, comfortable, casual space that just feels like Midtown Atlanta.