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The Verve, Crowne Plaza Natick, MA
Project Focus: Repositioning

The project scope for The Verve included repositioning an existing hotel property through new interior design and creative concept. Blue Sky Studio worked with owners’ representatives and architects to provide creative direction for concept and execution of design inspired by Pop culture of the ‘60’s, ‘70’s, and ‘80’s. Concept most notably featured in the three-meal restaurant, The Pantry, with a nostalgic nod to Americana of the late 20th century, through unexpected use of common kitchen utensils as decorative elements.

Client: Distinctive Hospitality Group
Architect: Paul Lukez Architecture/ Kevin Curran
Photography by: Dom Miguel

 

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Creativity
Facilitation
Revitalization
Repositioning

“…..I have had the opportunity to collaborate with Janel Craigie Dagon on various projects over the past dozen years. Through the initial design and 2001 launch of the Hard Rock Hotel Orlando and various conceptual and brand-centric improvements Janel proved to be a keen creative ally and a monster of balancing spectacular design initiatives with the practical requirements demanded in the high-volume, high-usage environments of hospitality. More recent collaborations include the total repositioning of The VERVE-Crowne Plaza Hotel in suburban Boston. Hailed as one of the most transformative renovation efforts of 2011 in the region’s hospitality community Janel’s influence on the project was substantial and is visually undeniable. Dispensing strategy, design connectivity, creative synergies and the amazing resourcefulness of introducing value-add contributors and creative “multipliers” to the process the results are stunning. Never one to hold back a prescription of gentle doses of “tough love” to ownership Janel’s credibility, experience and style has consistently led to creative fulfillment and financial success for the businesses I own or have been charged to manage. A rare individual, a confident professional with humility! Couldn’t recommend anyone more completely.” - Lou Carrier, President, Distinctive Hospitality Group.