The Art of Concept: Why Storytelling Sets CHIL Apart

At CHIL, we believe that every great hospitality space starts with a great story. In this month’s blog post, our Global Design Principal, Adèle Rankin, explores how a strong narrative shapes not just aesthetics but the entire guest experience.

Great design is often thought of in terms of aesthetics. But design is so much more than just how a space looks. It’s how it makes the guests or residents feel, how it makes them experience the world around them. And that experience begins with a story.

The bespoke narrative created is the soul of a project’s identity. It’s the compass guiding every design decision and a reflection of the brand, the location, the people, and the story we as designers want the space to tell.

The elegance and influence of the Parisian concept being directed translated into Chloe Kerrisdale.

What Makes a Strong Concept?

Don’t confuse a concept with a theme. A concept is the underlying rationale for every single design choice. A strong concept has power.  It’s what ties the project’s story to its physical reality, the invisible thread that connects every element of a space: the planning, materials, colours, layouts, and even the smallest details that shape the tone of the voice behind the space. And when it’s done right, it gives a project depth, it shapes the experience, perceptions, marketing, and the way a space is remembered long after its doors open.

The CHIL Difference: Elevating Concept Presentations

At CHIL, we’re very proud of our process in crafting immersive narratives that define the soul of a project, even before the first aspect is designed or material is chosen.

So, what makes CHIL’s approach to concept development unique? The answer lies in the way we string together thoughtful listening, research, compelling storytelling, and relaying that unique narrative in a presentation that immerses our clients into a space where they can start to envision the possibilities.

Thoughtful Research: We start by deeply understanding the project’s location, architecture, target demographic, and history. We engage in deep conversations with our clients and take their priorities to heart. This step is all about listening.

Thoughtful research into Osoyoos and the Syilx/Okanagan people shaped the design of Spirit Ridge Resort, with earthy tones, bold accents, and natural materials reflecting the region’s landscape and cultural heritage.

 

View the Spirit Ridge Case Study:

Compelling Storytelling: Words matter. The right narrative sets the tone while the imagery evokes emotions, mood, atmosphere. We believe that graphic design, typography and layouts have a role to play in reinforcing the project’s soul and spirit. We want our presentations to have the ability to transport our clients into the future of their space.

Pushing the Boundaries: CHIL’s presentations go beyond the traditional pitch deck. From curated playlists to a signature cocktail menu, we bring concepts to life with interactive moments that help our clients step into a world that feels exciting and tangible.

Case Studies: How CHIL Brings Concepts to Life

The Dorian Hotel’s lobby is full of unexpected moments inspired by Oscar Wilde and his famed novel The Picture of Dorian Gray.

The Dorian Hotel in Calgary is a perfect example of how a concept can do so much more than just shaping a space but also defining everything about the hotel. We took inspiration from Oscar Wilde’s The Picture of Dorian Gray. From the get-go, it was clear we were not just going to create a beautiful British-inspired design or referencing the novel in a traditional sense. We wanted the space to capture the essence of our client, Patricia, and her passion for both the UK and her hometown of Calgary.

Patricia had spent much of her time in Britain, soaking in the charm of quirky boutique hotels, but she was equally proud to call Calgary home, a city with boldness and personality. The Dorian’s concept was rooted in those conversations. So, when we sat down to brainstorm, we knew we had to bring these two worlds together. The result was a concept that tied British eccentricity with Calgary’s untamed spirit, all wrapped up in the sharp wit of Oscar Wilde.

The result was a concept that tied British eccentricity with Calgary’s untamed spirit, all wrapped up in the sharp wit of Oscar Wilde.

Here’s where it gets really exciting. The concept didn’t just live in the design. It informed everything, even right down to the name The Dorian. While the reception desk and the feature wall behind it, the lobby artwork, and the flooring design feature the fractured look, a direct nod to a pivotal moment in Wilde’s novel, this is just one part of a broader story.

The reception desk and the artwork in the lobby feature the fractured look as a direct nod to the novel.

The real magic is in the details. We didn’t stop at making the space invoke British design traditions or pulling direct references from the novel. The cleverness of Oscar Wilde’s wit shines through in unexpected places. Lamps in the shape of birds, playful mosaic tiles spelling out “Hi” on the floor, whimsical wallcoverings, and a piece of art that’s half shredded all serve as witty and charming elements that echo Wilde’s humor and sharp observations.

Playful and unexpected moments shine throughout the hotel, embodying the whimsical spirit of Oscar Wilde.

What really sets The Dorian apart is how all of these elements tie together. The branding, the design, and even the name The Dorian are part of a story that’s being told from the moment you step in. This concept is an experience, a narrative that guests can feel, see, and even laugh at as they move through the space. And that’s the power of a strong concept. It’s about building a world that’s as layered, complex, and unique as the people who visit it.

View the Dorian Case Study: