Client: Studio 11 Design

Overview

Studio 11 Design was selected to lead the multi-phased renovation of Nashville, Tennessee’s new lifestyle destination: Hutton Hotel. In addition to renovating the lobby, restaurant, guest rooms, Writers Studios, and creating a 5,000 square foot music venue, the designers were challenged with creating artwork that inspired creativity with a rock-and-roll edge. Studio 11 Design turned to Lou Verne, the firm’s styling, curation, and art vertical. The artworks sourced and created range from large-scale murals to details and accessories, a collaborative process with Dierks Bentley and OneRepublic’s Ryan Tedder. Brand Society by Studio 11 Design handled branding, creating a cohesive narrative.

Goals

The goal for integrating commissioned artwork was to enlist local artists and source antiques that could breathe life into a single narrative throughout
the sprawling hotel’s new and old spaces. Lou Verne faced the challenge of curating a space rife with dichotomies: Hutton Hotel’s artwork needed to inspire genius and push creatives to their limits while also remaining true to the hotel’s ethos of providing complete comfort and Southern hospitality to all who wander in. Multi-patterned wallcovering and artwork, inspired by the eccentricities of Nashville, make the guestrooms, public spaces, Writers Studios, and music venue all feel like comfortable, curious places for relaxing and entertaining. Curated artworks throughout the spaces work together to create endless layering that guests can rediscover pieces of throughout their stays. One of the most special things about this project is the opportunity for guests to continue to find new elements of detail every time they return.

Process

Studio 11 Design, Lou Verne, and Brand Society worked extensively with Hutton Hotel alongside music industry pros GreenLight Media & Marketing, and talent including Dierks Bentley and Ryan Tedder. Lou Verne navigated the challenge of multiple spaces that could actually function for traveling songwriters and musicians, but were tastefully and daringly appointed to inspire all levels of talent. For example, in the Writers Studios, singer-songwriter Ryan Tedder worked with Lou Verne to draw inspiration around an authentic use of materials with a loft-style feel, overlooked by plenty of natural light to spark creativity. Dierks Bentley drew from his Arizona roots; the use of Saltillo tile, refined rustic elements, and layered Navajo area rugs create a completely different vibe. The juxtaposition of the two spaces offers visitors variety.

Additional Information

For a project as special as Hutton Hotel, the team wanted to achieve an intricately curated look that would be personal to the hotel and hard to replicate. To embrace Nashville’s authenticity and Hutton’s past history, we researched and sourced accessories and artists rooted in Nashville and its culture. A testament to artistry marrying form and function, the song “The Middle” by country singer Maren Morris and DJ/producer Zedd was written and recorded in the Writers Studios. Greenlight Media & Marketing (a Red Light Management affiliate) designed and managed the venue concept, one of the premier showcase rooms in Nashville.