HOSPITALITY
maria paula jurado id S13178410 ma interior design design systems module des 5056
design + innovation + simplicity + quality + organic
CONTENTS
1 2 3
state of Hospitality Sector - Boutique Hotel Contextual Analysis art review Current Hospitality Industry - Sector Analysis Leading Hospitality Design Practice - Systems Analysis trends The Evolution of the Branded Boutique Hotel analysis Trends Analysis for Unique ‘Added Value’’ Boutique Hotel Facilities Future Forecast for the new markets for the Hospitality Sector. brand Case Study 1: The Branded Personality involved in the food industry analysis Brand CAPES Analysis (Culture, Aesthetic, Politics, Economics, Social) Commercial awards and notable achievements Typical type of space designed for the brand - Elements of Architecture Analysis Commodity: Pragmatic, Circulatory, Symbolic Firmness: Structure, Construction, Materials & Technology Delight: Aesthetic, Message & Mood, Psychology Your synthesised analysis - key theory, key concepts, key facilities Case Study 2: The Branded Boutique Hotel of your Choice Brand CAPES Analysis (Culture, Aesthetic, Politics, Economics, Social) Elements of Architecture Analysis Commodity: Pragmatic, Circulatory, Symbolic Firmness: Structure, Construction, Materials & Technology Delight: Aesthetic, Message & Mood, Psychology Your synthesised analysis - key theory, key concepts, key facilities Case Study 3: The Dining Offer Concept Proposed Your synthesised analysis - key theory, key concepts, key facilities
4 5 6 7 8
design Inspiration linking to initial ideas for identity development Refinement and transformations of ideas for new facilities design Facilities & Qualities including CAD images + Architectural Analysis & Strap-line proposal Unique Selling Point (USP) + Innovations User’s Experience user Proposed user - Needs + Journey analysis my design Strategic Design Management + Your Process Model + Reflection Analysis process Concept Formula: What + Where + Who + Technology = Innovative values + Identity + New facilities references Bibliography & Websites
ONE state of Hospitality Sector - Boutique Hotel Contextual Analysis art review Current Hospitality Industry - Sector Analysis Leading Hospitality Design Practice - Systems Analysis
HOSPITALITY SECTOR history
review
According to John Hogan (2008), a recognised lodging journalist and an expert in hotel operations, hospitality means providing value and worth at any price level, demonstrating your own unique points of distinction and consistent excellence and quality in people skills. It is where people can build their own pride and self-esteem, while they provide positive experiences and memories to guests.
began in the early civilizations, where shelter was provided for those traveling for trade and work.
reasons for its
evolution Economic growth
Evolution of design (materials, colours)
Constant need of meeting new people, visiting unfamiliar places, and learning about other cultures
Evolution of technology
Need of exchanging innovative goods and resources
globalisation
hand in hand with
marketing seller
satisfy customer’s needs and wants
the customer’s
experience
many choices
common interest
constant competition
buyer
links to
before (it’s all about attracting the potential customer) during (the aim is to meet its expectations) after (satisfaction will mean: return) “word of mouth”
purchasing power
facilities
Image 1: Photo of a waitress serving. Source: Ingearevents.
BOUTIQUE HOTEL
contextual analysis
‘term applied to small hotels in luxury urban or resort settings’ (McDonough, Hill, Glazier, Lindsay, and Sykes 2001). also known as: ‘lifestyle and design hotels’
small business rather than a large corporation distinguished design
ideally combined
special geographic location
historic hotels featuring extraordinary design
Image 2: Waldorf Astoria New York, designed by Schultze and Weaver in New York in 1931. Source: Waldorfnewyork.
Image 3: Upper Thames Foyer in Savoy Hotel, designed by Pierre Yves Rochon in London in 2010. Source: Fairmont.
Image 4: The Breaker’s main lobby, designed by Schultze and Weaver in Palm Beach in 1926. Source: Thebreakers.
‘A substantial market was discovered for fashion-minded travelers seeking an atmosphere in which they could enjoy an artistic lifestyle: a setting that immersed them in the avant-garde where they could feel they belonged to a community of insiders whose taste was impeccable’ (McDonough, Hill, Glazier, Lindsay, and Sykes 2001).
Image 5: Gansevoort Park Avenue Hotel in New York, which transformed Lower Manhattan’s obscure industrial neighborhood into a fashionable and commercial place, designed by Stephen B. Jacobs in New York in 2011. Source: Sbjgroup.
CURRENT HOSPITALITY INDUSTRY
sector analysis
Bowie and Buttle (2004) say that interior design ‘provides the tangible elements of the atmospherics in the hospitality product.’ The layout of a space, its defined circulations, seating arrangements, lighting, decoration, functionality and etc., compose the image and are the reason why customers are attracted and generate expectations of their stay. according to Asia Tech Directions (2011),
hospitality challenges today:
1
the need of
demand To achieve excellent results concerning
social media The interaction with customers has evolved into a world of technology and media that hotels and other retail facilities have been dragged into. Not to mention that “the hotel’s reputation is created in the digital space by reviewers and guests and monitoring and careful intervention must be a priority for hosts.
the client’s experience Perfect
Effective
Public
Outstanding
Special offers
Design (exterior
location
advertising
relations
service
and sales
and interior)
3 according to Panayotis (2013),
top 4 worldwide hotel groups
guest profile One of every hotel’s main objectives should be to get to know their potential client and gain their trust, so that they are most likely to be successful at the time of the client’s visit. i.e. the hotel in-room technology is a perfect gathering point of information for gathering data.
the demanding customer Every guest has expectations based on quality service and each one has the ability to share their positive or negative experience. i.e. ‘Digital Profile’ is being used as a successful way of keeping a guest satisfied, where data base stores particular preferences for each individual and being able to configure rooms based on that. lowering costs, increasing incomes Technology is a key to optimising staff work and duties and investing in it will bring future profits. i.e. some hotels are using unused spaces to offer them as meeting places for non-residents.
InterContinental Hotels Group. Source: Travelandtourworld.
Hilton Hotels. Source: Sanya.
Marriott International. Source: Findlogo.
Wyndham Hotel Group. Source: Traveltradenews.
2
4
LEADING DESIGN PRACTICE
profile 1
kelly wearstler “Her playful, elegantly over-the-top designs for the Avalon Beverly Hills changed the look of boutique hotels around the world.” (Muhlke, C. 2010).
Image 7: Oliverio bar at Avalon Hotel in Beverly Hills, designed by Kelly Wearstler in Beverly Hills in 1999. Source: Kellywearstler.
Image 6: Photo of Kelly Wearstler. Source: Thecoveteur.
colour Pattern Sophistication
Based in Los Angeles, Kelly’s design language includes highly decorated spaces, striking graphics and glamorous outcomes. In addition to developing highly profiled restaurants, offices, and residential projects, she is behind many luxurious hotels and resorts, such as: Viceroy properties in Santa Monica, Palm Springs, Miami and, most recently, Anguilla (The Rug Company).
“The interior designer Kelly Wearstler doesn't believe in restraint” (Tung, J. 2007). Image 8: Front view of the bar at Viceroy Resort in Anguilla, designed by Kelly Wearstler in Anguilla in 2009. Source: Kellywearstler. Image 9: Viceroy Miami’s lobby, designed by Kelly Wearstler in Miami, Florida in 2009. Source: Kellywearstler.
LEADING DESIGN PRACTICE kit kemp
profile 2
Kit, owner of Firmdale hotels and a self-taught designer, is known for developing peculiar interiors and her style can be described as having an 'English eccentric look’. Far from having a formula, her attention to detail and use of eccentric colours make each one of her boutique hotels a different piece of art. In 2010, Wallpaper and Fortune Magazines paired up to state that Crosby Street Hotel was one of the best business hotels in the world (Wallpaper, 2010).
Image 10: Photo of Kit Kemp. Source: Christopherfarrcloth.
Patterns Modern English style
"Hotels should be living things, not stuffy institutions" (Kemp, K.).
Image 11: The Crosby Bar in Crosby Street Hotel, designed by Kit Kemp in New York in 2009. Source: Firmdalehotels. Image 12: Example of one room in Dorset Square Hotel, reacquired by Kit Kemp in London in 2011. Source: Firmdalehotels.
TWO trends The Evolution of the Branded Boutique Hotel analysis Trends Analysis for Unique ‘Added Value’’ Boutique Hotel Facilities Future Forecast for the new markets for the Hospitality Sector.
EVOLUTION evolution
of the boutique hotel
20th century marginal neighborhoods: inexpensive and obsolete buildings where used for high-fashion lodgings
central locations in the city an important connection to local culture and context
Update: advances in technology, design consciousness, etc.
1
2
3
4
5
Pioneers in this genre
Renovation of existing buildings
One of the earliest new- build boutique hotels.
Designers adapt modernism to establish a new and fresh image
The aim is to achieve sustainable practice within design
Image 3: Chambers Hotel in New York, designed by Rockwell Group and Adams Soffes Wood in New York (Penner, Adams, Rutes, 2013).
Image 1: Blakes Hotel, London, designed by Anouska Hempel in London in 1978. Source: Blakeshotels. Image 5: Bardessono Hotel & Spa, designed by WATG in California in 2009 (Penner, Adams, Rutes, 2013).
Image 2: Ames Hotel, Boston, reacquired by Rockwell Group in Boston in 2009 (Penner, Adams, Rutes, 2013).
Image 4: Loisium Hotel in Austria, designed by Steven Holl in Austria in 2005 (Penner, Adams, Rutes, 2013).
TRENDS ANALYSIS
boutique hotel facilities
Today’s demand
Weather
Ethics & Religion
Trends
Generate surprise
Geography
Technology case studies
analysis
open bathroom proposals
cultural
This trend is obviously not directed to everyone (religions and beliefs).
aesthetic
Conservative design: bedside lamps, wood parapets and cornices above the bed.
political
The whole combination of those elements sure adds elegance to the place.
economic
Marketing strategy to attract new customers into a whole new different experience! A solution that makes the room look spacious, pure, transparent and lightened.
social
Controversial topic: an open-plan bathroom could cause intimidation and embarrassment, but it may be the start of overcoming one’s insecurities and a clear way of promoting liberty and inclusion.
Image 7: Deluxe suite bathroom at the Gulf Hotel Bahrain. Source: Patrascu, 2013.
spa-like bathroom features
cultural
Make the bathroom more than just a place that could be reduced in order to have spacious living areas.
aesthetic
Its marble furniture and walls, together with the wide glasses and its aluminium frames, and even the TV screen, bring sophistication to the bathroom.
political
Not expected in bathrooms of budget hotels.
economic
Individuals who would be willing to pay a higher price to enjoy these conveniences.
social
Image 6: Deluxe king guest room at the Renaissance Beijing Capital Hotel. Source: Renaissancebeijing.
Proposing a very practical, but also comfortable and luxury space, where the coziness makes the guest actually spend more time in the bathroom that they could ever imagine!
Image 8: Luna Restaurant in Hotel Missoni in Kuwait, designed by Rosita Missoni & Matteo Thun in Kuwait in 2010. Source: Hotelmissoni.
colours and textures
cultural From the perspective of the way I have been learning architecture and it’s interior development, I would say that people usually relate “modern interior design” to a palette a more sober colours. We have been used to the use of neutral tones with a touch of colour, to stand out something special or to detail something. This hotel’s signature is just the opposite. It’s purpose is to demonstrate that they’re excellent designers because they are using an excessive quantity of different colours, but in a very clever way.
aesthetic
Image 9: Suite d’Oro in Hotel Missoni in Kuwait, designed by Rosita Missoni & Matteo Thun in Kuwait in 2010. Source: Hotelmissoni.
This brand definitely has a clear trademark: the use of colourful patterns and textures. It’s amazing how its interiors are adorned from top to bottom, no detail is left behind. Not only is it the absolute perfect combination of colours in each particular space, but every element has its function and it is located in the right place in order to form harmony. From the lamps and small decorative elements, to the satin veil curtains, each element has its purpose in the palette that’s being used.
political Image 10: Missoni Suite in Hotel Missoni in Kuwait, designed by Rosita Missoni & Matteo Thun in Kuwait in 2010. Source: Hotelmissoni.
One of the hotel’s added value is the fact that they are not only offering the customers a place to stay, wether it’s leisure or business. Providing incredible and highly equipped technology lounges and salons for meetings and important/mega events. Opens the opportunity for external customers to make use of those spaces, as it has been seen lately in famous brands.
economic
Image 11: Main entrance of Hotel Missoni in Kuwait, designed by Rosita Missoni & Matteo Thun in Kuwait in 2010. Source: Hotelmissoni.
‘A unique design. Rich in jewel like colour and texture. With flashes of gold.’ That’s how they describe their Missoni Suite. It’s got so much taste, that the extravagant combination of colours actually make the place super exclusive and elegant. The furniture and the way it is distributed, actually makes you feel like home.
social
Its iconic exterior is showing that something incredible is happening on the inside, but it makes an interesting contrast with its original context. Big columns and beams frame the significant entrance in a unique way, attracting local clientele and passengers.
FUTURE FORECAST
new markets for the hospitality sector
according to Intini (2011),
outsourced dining facilities The partnership of two different concepts or brands is a win-win situation: free advertising and at the same time, encouraged customers because of an already positioned or famous chef/bartender.
Image 12: Mr. Chow in W Hotel Miami Beach, designed by Michael Chow in Florida in 2009. Source: Miamiinfocus.
study case #1
dynamic multi-use space cultural
It is necessary for designers to respond to the technological boom that humanity has been dragged into, through proposals that incorporate private and semi-private spaces, where guests have easy access to connectivity and can keep up with their daily activities.
aesthetic
The generous space that defines the lobby and has been located in a significant atrium within the building is perfectly distributed, with low walls that demarcate different spaces and smoothly define different activities: waiting area, meeting places and even its own restaurant!
political
Image 13: Lobby at The Nines Hotel in Portland, Oregon, designed by Forrest Perkins in Portland in 2008. Source: Luxurytravel.
Glass boxes that give the sensation of different heights and themes within the same reception area. This type of spaces that combine leisure, travel, and also business are suitable for everyone!
economic
A business person can have a quick meeting or work on their computer because here they can find electronic support, lounges and meeting spaces.
social
According to Watkins (2013), “a SmartBrief poll showed that 45% of hotel guests travel with two devices and 40% with three or more.” Customers nowadays seek social interactions and connectivity! This shows the new tendency of hotels’ opportunity of experimenting customer-staff interaction through technology.
This new market meets the needs of the potential clients of the dining offer. It studies the spatial requirements of a common business person.
study case #2
‘budget boutique’ changer cultural
Puts aside the conventional layout and merges the activities in a simple, but practical design. The way the bathroom is located, encourages the concept of a private place, as the world has conceived it for many years.
aesthetic
Its details show innovation: curved edges and white surfaces show a pure and comfortable environment. Also, the way the light illuminates the box, projects a sense of lightweight and non-permanent furniture.
poetic
Its layout is so efficient that by being a ‘box’, it eliminates the need of extra circulations. The use of wood highlights the fact that there is more than one space within the box.
economic
A new experience for leisure and business travellers that is affordable and competes with budget boutique hotels.
social
This business is actually recruiting 20% of its staff from charities, supporting the community.
authenticity
Image 14: Qbic Hotel, in London in 2013. Source: Hospitalitynet.
Where conversion of historic or particular buildings takes place. those buildings are usually of architectural interest and attract visitors for other particular reasons than a normal hotel would. Malmaison Hotels Group is an example of this.
Finding a clear connection between this example of a ‘new market for the hospitality sector’ and the chosen Boutique hotel (Hotel Du Vin), which also uses authenticity as its trade mark, since it also used to be an important building: Birmingham and West Midlands Eye Hospital. Image 15: Malmaison Hotel in Oxford, restored by Oxford Preservation Trust in Oxford in 2006. Source: Malmaison.
THREE brand Case Study 1: The Branded Personality involved in the food industry analysis Brand CAPES Analysis (Culture, Aesthetic, Politics, Economics, Social) Commercial awards and notable achievements Typical type of space designed for the brand - Elements of Architecture Analysis Commodity: Pragmatic, Circulatory, Symbolic Firmness: Structure, Construction, Materials & Technology Delight: Aesthetic, Message & Mood, Psychology Your synthesised analysis - key theory, key concepts, key facilities Case Study 2: The Branded Boutique Hotel of your Choice Brand CAPES Analysis (Culture, Aesthetic, Politics, Economics, Social) Elements of Architecture Analysis Commodity: Pragmatic, Circulatory, Symbolic Firmness: Structure, Construction, Materials & Technology Delight: Aesthetic, Message & Mood, Psychology Your synthesised analysis - key theory, key concepts, key facilities Case Study 3: The Dining Offer Concept Proposed Your synthesised analysis - key theory, key concepts, key facilities
THE PERSONALITY
willie harcourt-cooze
Born in London, Willie Harcourt Cooze has been successful by selling a unique chocolate product. He is ambitious, he bought a 1,000 acre farm in Venezuela and planted 10,000 trees for growing cacao seeds and producing them in his fabric in Devon, England.
‘flavour is king’ --- says Willie (Willie’s Wonky Chocolate Factory, 2008).
entrepreneur
Being an , Willie built his own fabric from scratch by restoring old machinery and he had one main objective that started building up his story: to offer a highly pure product, without using fertilizers, chemicals or pesticides, with real flavour. Authentic Passionate Persuasive Unique Healthy Personality Purist Flexible Fun Simple Artisan
1973-2003 political Willie’s philosophy has been supported by the recent so-called "chocolate war" which according to The Guardian (2003), was between Britain, Ireland and Denmark and the other chocolate-producing European countries, where these last suggested that Britain’s chocolate should not be called chocolate, because of the ingredients they were using (too much vegetable fat). Image 1: Willie Harcourt-Cooze, business man and owner of Willie’s cacao. Source: Dailymail.co.uk, 2009.
1996 cultural What has been Willie’s motivation and purpose since he bought his farm ‘Hacienda El Tesoro’ en Venezuela, is also the reason for the successful business he has created. He knew that changing people’s minds about the real taste of chocolate would not be simple, but he believed purely in his philosophy, that he even risked his own family’s economy to achieve that! “I think, in general, people have been seduced by sugar and have moved away from true flavours” (Harcourt-Cooze).
1998 economic He started making 100% cacao bars in 1998, but it took him years to spot a market for a new appreciation of real chocolate. Putting his family’s economy at risk and knowing that his existing scale and methods could not sustain the demands of mass production of the retail market, he challenged himself to build an eye catching consuming proposition.
Image 2: Willie in his factory in Devon. Photo by John Brown Media. Source: Jamesrossphotography.
2007 aesthetic In order to make his bars stand out in a competitive market, he needed an attractive packaging. He worked together with Taxi Studio to communicate ‘flavour’ using rich colors and a luxury aspect, through a product that needed to be taken seriously but also had an eccentric edge... a product that was indulgent and luxirous (Willie’s Wonky Chocolate Factory, 2008). As part of the deal with Taxi Studio, they could include their contact details on the back of the product (Germain, 2008).
2009 social To prove his point and build a credible story, he tested his chocolate theory on real random people he called ‘the chocoholics’. This was to persuade them that what they consider chocolate, isn’t chocolate at all. Another unique selling point of his product is its healthiness (scientific fact). A pilot study with Brunel University revealed that it is stimulant and that people burn fat if exercising after eating cacao (Willie’s Wonky Chocolate Factory, 2008)..
Image 3: Willie’s Cacao’s products: his chocolate and the packaging, designed by Taxi Studio in 2007. Photo by Stuart Webster (2012). Source: Stuart Webster Photography.
2012 With the purpose of taking his chocolate into a wider audience, Brandopus redesigns and refreshes the brand’s identity and creates a package for 7 new eating chocolates (Brandopus). Commodity A strong and consistent brand. Presents a simplified wording in the logo, making it easier for everyone to recognise and understand that the hierarchy is to cacao. Innovating with a new offer for the loyal and potential clients (chocolate lovers): white and milk chocolate! Firmness The new package approach now comes in smaller sizes, an easier way to carry the chocolate around! Reflects the many amazingly different flavours beans have, varying according to many key aspects, including their climate. Image 4: Willie and his cacao beans, this photo perfectly reflects his passion for this subject. Source: Motilo.
Delight A design that delivers a sense of superior and quality. A clear distinction is made between the 100% cacao cylinders, dark chocolates, milk, white and the ones with additions. Through the use of colour and distinctive product name typography, the individual products and flavours are represented.
WILLIE’S CACAO
Image 5: Representation of Willie’s Cacao website (Pyrosoft, 2009).
Today’s average chocolate prices 50gr 80gr 180gr 1kg
£ 1,80 £ 2,99 £ 6,00 £ 18,00
the brand
Image 6: Some of Willie’s best selling products, where the package shows where each one comes from (Thedrum, 2012).
Image 7: Willie’s Cacao logo, designed by Brandopus in 2012. Source: Brandopus.
Image 8: A picture that shows how versatile Willie is. Source: ABC, 2009.
BOUTIQUE HOTEL
hotel du vin
Hotel Du Vin’s own description (Hotelduvin): ‘Elegant, yet unpretentious. Simple, yet sophisticated. Informal, yet luxurious. And always quintessentially British.’ Location: Colmore Business District (Birmingham, England) Architecture: Michael Phillips Associates Interiors: Robin & Judy Hutson Opened: 2001
Image 9: Hotel Du Vin in Birmingham. (Barberry, 2013).
social
Its location comes from the consequence of understanding William Harcourt-Cooze and his brand: Willie’s Cacao.
‘wine is our lifeblood’
culture British customers, but it also attracts international and even celebrities! Trademark bistros serve simple French classics with a British twist Close relationships with vineyards and wine makers On the weekends it turns into a spa day for both locals and residents The hospitality industry is demanding innovation, and setting a hotel on a former eye hospital’s site is a way of showing authenticity (Hoteldesigns, 2007). Hotel Du Vin’s speciality is to transform interesting old buildings into stylish hotels and this one is located in an iconic building in the old city centre.
Image 10: Photo of Olly Smith. Hotel Du Vin currently works together with Olly, a British TV presenter, wine expert, foodie and writer, where he hosts wine dinners and events and writes blogs for the hotel’s website. Source: Ollysmith.
Olly’s opinion about chocolate & wine:
aesthetic
‘there are all sorts of wines that pair well with the sweet stuff – luscious reds, whites, fortified and sparkling.’ He says that although it might not be the obvious match, it all depends on the type of chocolate you’re having and usually the sweeter the chocolate, the sweeter the wine needs to be (Smith 2013).
Doing the simple things, brilliantly Cosy, low-lit bars The laid-back bistro is attractive to people who frequent the area Unique character shaped by the architecture, history and location of the building. Dominating early Victorian red-brick building The largest hotel of the brand Decorated with complex patterns Elegant structure Image 11 Hotel Du Vin’s wine collection. Source: Hotelduvin.
1 Business corridor in the Snow Hill area
economic politic The Big City Plan
2 Snow Hill
Birmingham’s master plan to transform the city centre, enhance its character and contribute to its economy. Located in the Colmore Business District, Hotel Du Vin is intended to be benefited by The Big City Plan. ‘85% of the developers/landowners identified that investment was needed in infrastructure and general access to their specific site.’ (Development Directorate Birmingham City Council, 2012)
Midland Metro extension
According to the Development Directorate Birmingham City Council (2012), among the objectives are: Provide transport capacity and connection to CBD Expand financial business services Create better linkages for pedestrians
3 New Street Station
Support the CBD’s expansion east and north side Improve direct and easy connections around the sector Upgrade vehicular access Generate competitiveness Create a significant growth of jobs
4
Conclusion: Opportunity of retail.
Paradise Circus expansion
5 Eastside development
Image 12: The metro extension at Snow Hill. (BBC News, 2010). Image 13: The metro extension at New Street. (Birmingham Mail, 2013). Image 14: Birmingham’s Eastside city park (Birmingham Mail, 2011).
Circulatory The main circulation seems to take place in the Bubble Lounge, the famous Bistro, and The Pub. The Bistro and Bubble Lounge have access within the lobby and the Pub, although it has a separate entrance, it can also be entered from the reception.
interior analysis Pragmatic Five meeting rooms – 90 capacity (theatre style) The hotel’s main customers, besides the residents, are business people from the area that enjoy and take advantage of theses spaces.
Image 15: Entrance and lobby (Hotelduvin).
Materials and technology
Incorporated the two-opposing flighted original staircase and granite
pillars.
Image 16: Meeting room (Hotelduvin).
Construction
Conservation area: restriction on what could be done with windows and facade.
Built on the site of Birmingham and West Midland’s Eye Hospital, which had been disused for 5 years.
Structure Capacity: 66 rooms 100 cover restaurant Average price: Main course £ 15,00 - £ 30,00 Image 17: The Bistro (Hotelduvin).
Symbolic Psychology In order to preserve the buildings features, no two guest rooms are the same, giving a sense of exclusiveness and uniqueness to each guest (Hotel Du Vin).
The rooms and suites are accommodated around a central courtyard.
Atmosphere and mood
Additional facilities for offering leisure and
relaxation time for customers: spa. The Bistro offers an elegant and informal setting. Rare feature: Pub Du Vin
Image 18: The courtyard, central area for special events or transitional space (Booking).
Aesthetic
Bedrooms and public areas are modern in design with unusual decor. Every detail is a reminder of the luxurious and quality taste of the brand, but at the same time, they establish the perfect balance between contemporary and ‘old-fashioned’. Average one (1) glass prices: Champagne £ 9,75 - £ 12,00 White wine £ 4,25 - £ 6,95 £ 4,25 - £ 7,25 Red wine
Image 19: The Pub, operating for their secondary market, a typical English pub, but with Du Vin style (Hotelduvin).
Officially voted into The Good Beer Guide 2013, the UK's best-selling Beer & Pub guide in relation to the quality of ale served.
Image 20: The Bubble Lounge, located on the left of the main entrance and who’s key feature is the wine offer, is open 24hrs for guests but at nights, it also turns into a bar for both guests and locals (Hotelduvin).
DINING OFFER
viability Uniqueness Cacao can be used for both savoury and sweet dishes. It is also healthy and a stimulant for burning fat.
The product reflects the craftedness of the brand and is authentic! Here are some of Willie’s recipes:
‘Try it next time you’re making your Sunday gravy. Add a tablespoon or teaspoon of grated cacao, stir it in. It won’t make it taste like chocolate but it will add a full bodied richness. Having the cacao in its raw form with no sugar enables you to go down these different streets. You could make a really good chocolate cake out of it – or use it in your casseroles.’ (Willie)
high quality dishes
not over-elaborated
Image 21: El Tesoro mousse cake. (Channel4, 2009).
Enthusiasts of the brand include Thomasina Miers, who won BBC’s MasterChef programme in 2005 and who owns the fashionable Mexican restaurant, Wahaca, in Covent Garden, London (Pierce, 2008).
Image 22: Chicken breasts with red pepper and cacao stuffing. Image 23: Cacao salt and pepper squid or red mullet. (Channel4, 2009). (Channel4, 2009).
FOUR design Inspiration linking to initial ideas for identity development Refinement and transformations of ideas for new facilities
INSPIRATION
Willie said, “I find peace … when everybody has left the factory and I’m on my own just tinkering. I also have half a mug of hot chocolate there every morning – made with water and a bit of chilli – and I just close my eyes and turn my mind to walking on my farm in the cloud forest in Venezuela. I can find peace by just switching over my thoughts to it” (Brammer, 2003).
linking to new ideas
breaking down the concept
transforming flavour cocoa seeds into superior quality chocolate bars
Image 1: The main room in Willie’s cacao factory in Devon. Built up from vintage machinery that Willie has collected carefully, this space is where the magic happens. It is small, but preserves that artisan and homemade mark of him and his brand. Photo by James Royall (Theguardian, 2009).
1
The inside-look at Willie’s factory in Devon, where that vintage and artisan atmosphere is projected
2
The peace he finds when he thinks about his farm and his own ‘chocolate world’ and you can sense a close relationship to nature.
nature as a complement
Image 2: Willie inspecting the crop with his workers in his farm ‘Hacienda El Tesoro’ in Venezuela. Source: FT House and Home, 2013. Image 3: Close-up to raw cacao beans. Source: Health Food, 2013.
chocolate display Influence: Max Brenner, as well as Willie, believes in creating a new culture of chocolate. His business, centered around chocolate-made dishes, is already located in 5 countries, with over 10 different stores. (Maxbrenner, 2013).
Image 4: Max Brenner’s chocolate bar. Source: The JC, 2010.
Image 5: Photo of Max Brenner, the bald guy. Source: Hauteliving, 2010.
3
Displaying chocolate as a way to tempt customers and lead them to trying any chocolate-made product!
4
Interpretation and transformation of my own understanding of the logo’s construction and design.
why the logo? Its day-glo colours sit within Willie’s playful spirit and philosophy, they transmit sophistication but at the same time, an unpretentious feeling. I use the brand’s logo to work with it’s smooth figures and reflect that in my design and facilities.
Image 6: Willie’s Cacao logo. Source: Thedrum, 2012.
REFINEMENT
and transformation of ideas for new facilities
brainstorming
This stage was a significant part of the design process, as it introduced the relationship of the different concepts that identify my project: the personality, the boutique hotel and the dining offer.
Reflect the brand’s personality
Birmingham
Reflect the designer’s personality
Spa Hotel du Vin Boutique Hotel
Cheltenham
Uncomplicated
Harrogate
Chocolate
Inspiration
Passionate
LIKE WILLIE!!! Unique
Brand: Willie’s Cacao!
Established
Artisan Added value
Homemade
Mood Package
Dining offer: product Experimental
Values Homemade
Purist
Flavour
Attracts both guests and local clientele
Venezuela
Healthy
Personality
Take away
Easter
Package sophistication
Persevering
Smell
scientific proof
Merge his passion with mine
Change people’s minds
Location Denmark less competition
Flexibility
Willie Harcourt-cooze
View
Inspiration of story
Vintage design
Cooking
Persuasive
suitable style Honesty
Young adults
Easygoing
Authentic
Laid-back
Market:
Unassuming Marriage
Casual
Informal
Share values
good design
Spa town
Unpretentious
Ireland
Chocolate war What is special about the Britain place?
Context
first approach to
sketching
First attempt to create an schematic 3D proposal.
Exercise of plan construction and distribution proposal.
This stage was certainly a difficult one, but with the help and advice from the tutors, I managed to learn some drawing techniques to communicate my ideas and translate them schematically.
linking ideas
1
2
Willie’s Cacao’s Logo
Exploration of distribution of furniture and its possible attributes within the space.
3
Interaction between the customer and the staff at the bar referring to the chocolate display idea mentioned before.
Idea of seating arrangement for the first floor, where the area is more like a ‘lounge’ rather than a formal seating area.
The perception of the space considering the proposed geometry of the wooden slats.
The relationship between the concept of a ‘shop’ as the final stage of the customer’s experience and nature.
The experimentation with the graphic element in a 2D view leads to understanding the potential different spaces that could be created and with them, the routes and facilities.
I took the graphic element that accompanies the brand’s name in his logo.
3D
design development 1
2
First approach of distributing spaces and key facilities, as a result of understanding the dimension of the space. 3
Change of furniture, light fixtures addition, and proposal of a ‘shop’ as the last stage of the customer’s experience. 4
Incorporation of nature to generate the expected environment and first exercise of choosing the real materials.
Redistribution of the seating area, replacing it for a path that leads to the bar and works as an intimidating area.
5
6
Adding special features to the different facilities and starting to locate the proper furniture in both floors. 7
Due to technical considerations, the tree is replaced by synthetic cacao flowers that recreate a natural environment. 8
Adding definitive technical elements (lift and screen) and recreating the ‘jungle walkway’ on the second floor as a sign of nature within the space.
Final exercise of choosing materials and detailed attention to the structural design.
FIVE design Facilities & Qualities including CAD images + Architectural Analysis & Strap-line proposal Unique Selling Point (USP) + Innovations User’s Experience
WILLIE’S CACAO
the chocolate shop
design + innovation + simplicity + quality + organic + View from the main entrance
Willie’s Cacao, The Chocolate Shop is located in Hotel Du Vin in the Colmore Business District and is created as a consequence of understanding his brand and the potential success that a ‘marriage’ with Hotel Du Vin could bring to the market.
room schedule Bar seating area
Kitchen Services
Seating area Chocolate cooking area Bar
First floor: + Seating area + Work & eating tables + Chocolate shop display + Workshop space + Access to internal services area
Seating area
‘chocolate knowledge’
Chocolate shop
Chocolate shop
Workshop W.C.
Ground floor
Ground floor: + Intimidating zone + Area of ‘chocolate knowledge’ + Bar + Chocolate-products selled + Chocolate cooking area + Bar seating area + Seating area + Lounges + Work tables + Chocolate shop display + Internal services area + Access to lift and stairs + Access to W.C.
First floor
breaking down
the concept 1 cacao fruit, the generator of a different atmosphere
Theobroma cacao: cocoa trees grow cacao fruits from which the chocolate is later obtained (Grieve, 2013)
Image 1: Cacao flowers. Source: Food and Agriculture of the United Nations.
Cross section
2
Linear abstraction of the fruit’s morphology.
3
Abstract lateral projection of the cacao fruit using wooden slats.
Commodity + Circulatory: the general journey of the user comes as a consequence of using Willie’s Cacao’s logo for the design and follows an organic shape. + Pragmatic: the chocolate shop is meant to provide a place to relax, but also continue the daily routine of a business person (main target), but also provides facilities for a second market, like cooking or leisure time. + Symbolic: the artificial cacao fruits that hang from the ceiling.
Longitudinal section
Firmness + Structure: the chocolate shop comprises 2 floors. The ground floor provides lounge and casual seating arrangements, while the first floor provides a more formal seating space. + Construction: IPE steel beam goes over the perimeter of the first floor’s plate and steel columns reinforce it. + Materials/Technology: the furniture is made out of cardboard and the wooden slats create a different atmosphere.
Delight + Aesthetics: the organic design provides a unique and friendly atmosphere for the users and the facilities are arranged in a way that the interaction between people is easy. + Atmosphere/mood: the purpose of the different seating arrangements is to provide comfortable and dynamic spaces. + Psychology: the chocolate shop is following the brand’s goal: to make everyone taste the real chocolate flavour.
chocolate-making process
a clear resemblance is established between the chocolate-making process and the journey that I, as a designer, want the user to experience.
USER’S EXPERIENCE
determination of new facilities that are going to be developed and used by the users in relation to different activities.
chocolate knowledge
This area is comprised of a particular space in the ground floor that relates to the user’s sense of smell, as it contains cacao seeds that with a heating technology, will produce a particular smell that will be unique. Artificial cacao fruits that hang from the ceiling and traverse the second floor and whose purpose is to make an allusion to nature, as well as a screen for projecting different chocolate-related videos, also are an important part of this stage.
1
The process of growing or introducing a new culture of chocolate to the user takes place.
View from the main entrance to the ‘chocolate knowledge’ area.
According to Gaines (2013),
chocolate-production kitchen
1 Station: heating/melting 2 Station: tempering chocolate 3 Station: molding 4 Station: packaging
the bar
Screen for proyecting images about the brand and chocolate The experience in the bar begins with the chocolate display, where the user can be tempted by all the variety. While the user is at the bar, he/she can also be entertained by a chocolate cook expert that is making the chocolates that are being selled. Both the cook and the staff can enjoy enough space for their activities.
Front view of the bar.
2
seating area Ground floor
This area is meant to provide an informal seating arrangement for the users that have limited time to spend in the shop, are attending a quick meeting, or simply need to work while drinking a cup of hot chocolate!
Providing working facilities. View to the ground floor’s seating area (lounges and work tables).
First floor
In the other hand, the first floor operates in a different way, as it is designed for a more formal dining activity, but it also includes the technological facilities that the users require. At the same time, it includes different types of furniture for different groups of people.
This is when the real taste of chocolate makes the brand win the user’s trust. There is also the matter of the rumor and how people are going to bring more customers if they were satisfied with the product.
First floor’s seating area.
3
the workshop This is not just any ordinary space, the workshop is located at one end of the first floor and due to the fact that the chocolate shop display is positioned in a way that a more private space is generated, it becomes the perfect area to perform any workshop-related exercise without interfering with the primary activity of the floor. It also has the advantage that it can be used as a normal dining area when the workshop is not running.
4
After having created chocolate-making enthusiasts, Willie’s Cacao, the chocolate shop offers a workshop area, a place where users can develop skills and learn how to use Willie’s products to make both savoury and sweet dishes.
Lateral view of the workshop space.
chocolate shop (display) The chocolate shop is designed in a way that the users in both the ground and the first floor can take a look at the chocolate products that the brand offers. It is also perfectly located in the entrance, preventing anyone from missing it! 5
Before walking out, the user can choose to buy any displayed chocolate product used to make Willie’s dishes.
Lateral view of the chocolate shop (display).
6
Cooking enthusiasts is a final result of the experience. Now you have got the chocolate, enjoy!
Willie’s Cacao
prepared to attract the trade of the growing commercial community
Hotel Du Vin
Cultural The proposal supports Willie’s beliefs and aims: to make people fall in love with real chocolate. He also believes that due to the nature of his product, it cannot be selled as mass production (Willie Harcourt-Cooze, 2008). The site is also designed in a way that the final result of the user’s behaviour promotes the interaction with the kitchen as a way of having fun while trying to cook with a new healthy product. Aesthetic The design tries to project who Willie is and the definition of his brand. It is a purist, very organic proposal comprising open and semi-private spaces, with comfortable furniture and facilities. The use of economic and simple materials but aesthetically pleasing, is a representation of one of the brand’s trademarks, as Willie’s products are processed by hand and in small quantities, but done well. Finally, nature is incorporated as symbolism, with hanged artificial fruits that establish a resemblance with the cacao tree. View from the seating area (lounges) on the ground floor.
“Cardboard is the perfect utilitarian material—cheap, predictable, sturdy, dependable—which explains why it's as ubiquitous as concrete. More important, it's one of the few manufactured products that are inherently sustainable” (Hart, 2013).
materials
Cardboard
White brick
Grey painted wood
Dark brown brick
Black aluminum
Politic The chocolate shop introduces a new concept to the area of the Colmore Business District. Taking into account the needs of the prime target, the proposal covers and satisfies them with areas that provide the facilities to a person that would like to have a quick meeting or simply take some time off work. The user enjoys a complete experience, personal attention and meticulous service. Economic Situated in the Colmore Business District, the chocolate shop has a great potential to become a recognised attraction for the sector. The perfect bond between Hotel Du Vin and Willie’s Cacao is a proposal for the market and both brands will benefit from it. Elements like the working facilities, furniture, and the chocolate displayed at the bar, as a regular chocolate shop would do, are all selling strategies. Social The concept is a result of my passion for design + his passion for real flavours. One of the main purposes of the chocolate shop is to make people fall in love with chocolate, not only after trying it, but also after experiencing the different facilities. Scientifically proven that when consuming it before doing exercise, the person burns fat, the brand also promotes a healthy lifestyle by recommending regular physical activity. View from the seating area on the first floor to the workshop.
VIABILITY
on a competitive market
what is its likely potential?
Unique Selling Point
The dining offer could grow into many other business ideas: + Cooking dessert classess. + Presents or delivery gifts related to special ocassions or holidays. + Introducing the concept of limited and season offers, making the users have something to look forward to. + Exporting chocolate products.
The proposal introduces a new chocolate-related concept: + Buy chocolate + Watch the chocolate-making process + Eat both savoury and sweet dishes made with cacao + Participate in workshops for how to cook with Willie’s Cacao’s products. + ‘Take away’ concept for making it at home! All in one place, where the facilities have great potential of being versatile and adaptable, offering a memorable experience for the users.
what are the commercial benefits? Its design is meant to satisfy the prime target market’s necessities: aspirational professionals. This site will provide working, but at the same time relaxing and comfortable spaces for them to enjoy.
what is its capacity? Ground floor: 37 covers First floor: 76 covers
what will be the memorable experience? The user will be able to learn about the chocolate-making process and actually experience it through the facilities.
how is it versatile?
what is its life spam? 10 years and beyond: as long as Willie’s passion for chocolate lasts and he continues his journey throughout the world trying to find new flavours!
any added value? The chocolate shop offers the user the opportunity of a workshop experience for learning how to use Willie’s products to make the most out of them and create quality dishes.
Taking into account that the chocolate shop is located in Hotel Du Vin, a place that provides service for both guests and locals, and the seating arrangement and free space on the ground floor is perfectly adaptable for a different activity, it could easily transform into a night-bar.
SIX user Proposed user - Needs + Journey analysis
COMMERCIAL CONTEXT
markets
interests of:
the client
investor
A business with potential connections with new + markets Innovation and creativeness + A new hospitality brand that is viable in a + competitive market Brand philosophy reflected in the design + Receive creative commercial conceptual ideas + to consider as additional business opportunities to add to their business portfolio Well considered, assembled and communicated + conceptual proposal
Located in the Colmore Business District and surrounded by high profile professional services, retail, bars, cafes and restaurants, Hotel Du Vin’s target market is mainly big hitters from the corporate world but it regularly also attracts the leisure market (Burton, 2005).
according to Local Stats UK Ladywood Demographics (2011) Demographics 55% males 45% females Average age 27-31 Nationalities 60,3% British 4,6% Chinese 3,6% Indian 31,5% other
Image 1: Photo of Stephen Larcombe, founder and director at Purple Design. Source: LinkedIn, 2013.
the staff Including: Internal kitchen staff + Chocolate-production cook (at the bar) + Bar staff + Waitresses and waiters + Cleaners + Workshop staff +
Image 2: Gaskell’s Restaurant, an example of the staff of a restaurant. Source: Wakefield, 2011.
Most common occupation 32,0% professional
Image 3: Business people having a meeting. Source: 123RF.
visitors aspirational middle aged/adults professionals who are they? floating population + executives + efficient / productive + hard working people + handle important issues +
how does it reflect in the design?
Image 4: Couple having a good time in a bar. Source: Masterfile.
Image 5: Casual people having drinks/food in a restaurant. Source: Edmonton.ca.
a perfect location to their own work but out of + the day-to-day monotony about being comfortable but confident + furniture that allows them to go along with + their work activities a relaxed atmosphere to work if they need to + spaces that are semi-private that they might + need occasionally having nature as part of the scheme +
what do they need? + facilities and resources (technology) + quick but quality service + efficiency / productiveness + rest + privacy
USER’S JOURNEY intimidating area
Start
chocolate knowledge
meeting point and the place where the user decides where to go
short-permanence at the bar when buying and enjoying the chocolate-making process
1
3 Bar seating area
Chocolate cooking area
long-permanence seating at the bar
short-permanence at the seating area
long-permanence at the seating area
long-permanence at the workshop
short-permanence at the chocolate shop
2
3
4
5
6
7
2
2
Fin
interaction with staff
1
1 Kitchen services
within the space
Kitchen services
Seating area
5
2 Bar
2
Seating area
4
Key Chocolate shop
1 ‘chocolate knowledge’
Chocolate shop
7
7
Staff’s circulation route Visitors’ circulation route Short-permanence activity Long-permanence activity Direct interaction between the staff and the user in a specific facility
6 Workshop
W.C.
Ground floor
Esc. 1:125
First floor
Esc. 1:125
SEVEN my design Strategic Design Management + Your Process Model + Reflection Analysis process Concept Formula: What + Where + Who + Technology = Innovative values + Identity + New facilities
PROCESS MODEL
management
my design strategy: 200 hrs The cacao fruits are ready to be processed. I am also ready to start my exhausting research on my topic: chocolate.
2
20 hrs
3
10 hrs
1 15 hrs
The tree that grows the cacao fruits is like the process I went through when brainstorming to choose my topic.
After defining the personality, the hotel, which is the other component of the marriage, also needs to be investigated. The final result is Hotel Du Vin.
20 hrs
The process of research begins and so does the critical thinking.
While the chocolate is on its way to the fabric, I have to work on other projects: design cultures.
When the processed chocolate is ready to be transferred, the research for the perfect personality takes place: Willie Harcourt-Cooze.
5
6 15 hrs
20 hrs
4
2 hrs
The dining offer is the final result of the bond: both savoury and sweet dishes made with cacao.
7
9
480 The need of understanding what commercial benefits could bring a marriage like this one takes place.
15 hrs
The deep research brought many inspiration and ideas to start the design process.
8 15 hrs
10 30 hrs
8 hrs
Design stage: development, refinement, and transformation of ideas to come up with new facilities.
10 hrs
13 12
As the chocolate, that is finally inside its package and ready to be selled and eaten, the final stage of printing and making sure that the portfolio is flawless is very important. The portfolio is now ready to be handed in to the client.
After some corrections and decisions, the design proposal is finalised. Final images are ready, which leads to having a perfect understanding of the user’s experience. Last but not least, the user analysis is very important, the user’s journey within the site is analysed and with it, his/her needs are revealed.
11
20 hrs
REFLECTION & ANALYSIS
concept formula
The ‘marriage’ between Willie’s Cacao and Hotel Du Vin brings excellent offers and competition to the market. It also brings to the people of the area a new dining offer, with perfect facilities that suit all of their needs. Through this period of exhaustive research and critical analysis, I reached a complete and broad understanding of today’s market’s demands and the necessary tools to affront the challenge that a competitive market brings to any business idea. The design proposal has reached a very complete and clear conceptual idea and would be a promising one for further investment and development.
+ + + +
What: Willie’s Cacao, the chocolate shop, a dining offer Where: Colmore Business District Who: Willie Harcourt-Cooze and his brand: Willie’s Cacao Technology: a whole new story of chocolate knowledge with sense, image projection, and sustainable wood.
Image 1: The Bubble Lounge, located on the left of the main entrance and who’s key feature is the wine offer, is open 24hrs for guests but at nights, it also turns into a bar for both guests and locals (Hotelduvin).
Image 2: Willie and his cacao beans, this photo perfectly reflects his passion for this subject. Source: Motilo.
Image 3: Willie’s Cacao, the chocolate shop, designed by Maria Paula Jurado in 2013.
EIGHT references Bibliography & Websites
PHOTOS
sources
chapter one Image 1 Photo of a waitress serving. [Image online] Available at: [Accessed 16/10/2013]. Image 2 Waldorf Astoria New York. [Image online] Available at: [Accessed 16/11/2013]. Image 3 Upper Thames Foyer in Savoy Hotel. [Image online] Available at: [Accessed 14/10/2013]. Image 4 The Breaker’s main lobby. [Image online] Available at: [Accessed 14/11/2013]. Image 5 Gansevoort Park Avenue Hotel in New York. [Image online] Available at: [Accessed 16/10/2013]. Image 6 Photo of Kelly Wearstler. [Image online] Available at: [Accessed 9/10/2013]. Image 7 Oliverio bar at Avalon Hotel in Beverly Hills. [Image online] Available at: [Accessed 14/10/2013]. Image 8 Front view of the bar at Viceroy Resort in Anguilla. [Image online] Available at: [Accessed 14/11/2013]. Image 9 Viceroy Miami’s lobby. [Image online] Available at: [Accessed 18/11/2013]. Image 10 Photo of Kit Kemp. [Image online] Available at: [Accessed 10/10/2013]. Image 11 The Crosby Bar in Crosby Street Hotel. [Image online] Available at: [Accessed 6/11/2013]. Image 12 Example of one room in Dorset Square Hotel. [Image online] Available at: [Accessed 20/11/2013].
chapter two Image 1 Blakes Hotel, London. [Image online] Available at: [Accessed 3/10/2013]. Image 2 Ames Hotel, Boston. [Image online] Available at: [Accessed 9/10/2013]. Image 3 Chambers Hotel in New York. [Image online] Available at: [Accessed 14/10/2013]. Image 4 Loisium Hotel in Austria. [Image online] Available at: [Accessed 14/11/2013]. Image 5 Bardessono Hotel & Spa. [Image online] Available at: [Accessed 14/10/2013]. Image 6 Deluxe king guest room at the Renaissance Beijing Capital Hotel. [Image online] Available at: [Accessed 9/10/2013]. Image 7 Deluxe suite bathroom at the Gulf Hotel Bahrain. [Image online] Available at: [Accessed 14/10/2013]. Image 8 Luna Restaurant in Hotel Missoni in Kuwait. [Image online] Available at: [Accessed 14/11/2013]. Image 9 Suite d’Oro in Hotel Missoni in Kuwait. [Image online] Available at: [Accessed 14/11/2013]. Image 10 Missoni Suite in Hotel Missoni in Kuwait. [Image online] Available at: [Accessed 14/10/2013].
Image 11 Main entrance of Hotel Missoni in Kuwait. [Image online] Available at: [Accessed 14/11/2013]. Image 12 Mr. Chow in W Hotel Miami Beach. [Image online] Available at: [Accessed 3/10/2013]. Image 13 Lobby at The Nines Hotel in Portland, Oregon. [Image online] Available at: [Accessed 9/10/2013]. Image 14 Qbic Hotel in London. [Image online] Available at: [Accessed 14/11/2013]. Image 15 Malmaison Hotel in Oxford. [Image online] Available at: [Accessed 14/11/2013].
chapter three Image 1 Willie Harcourt-Cooze, business man and owner of Willie’s Cacao. [Image online] Available at: [Accessed 16/11/2013]. Image 2 Brown, J. Willie in his factory in Devon. [Image online] Available at: [Accessed 16/11/2013]. Image 3 Webster, S. (2012). Willie’s Cacao’s products: his chocolate and the packaging. [Image online] Available at: [Accessed 18/11/2013]. Image 4 Willie and his cacao beans. [Image online] Available at: [Accessed 16/11/2013]. Image 5 Representation of Willie’s Cacao website. [Image online] Available at: [Accessed 16/11/2013]. Image 6 Some of Willie’s best selling products. [Image online] Available at: [Accessed 17/11/2013]. Image 7 Willie’s Cacao logo. [Image online] Available at: [Accessed 17/11/2013]. Image 8 A picture that shows how versatile Willie is. [Image online] Available at: [Accessed 17/11/2013]. Image 9 Hotel Du Vin in Birmingham. [Image online] Available at: [Accessed 19/11/2013]. Image 10 Photo of Olly Smith. [Image online] Available at: [Accessed 17/11/2013]. Image 11 Hotel Du Vin’s wine collection. [Image online] Available at: [Accessed 16/11/2013]. Image 12 The metro extension at Snow Hill. [Image online] Available at: [Accessed 16/11/2013]. Image 13 The metro extension at New Street. [Image online] Available at: [Accessed 16/11/2013]. Image 14 Birmingham’s Eastside city park. [Image online] Available at: [Accessed 16/11/2013]. Image 15 Entrance and lobby. [Image online] Available at: [Accessed 21/11/2013]. Image 16 Meeting room. [Image online] Available at: [Accessed 21/11/2013]. Image 17 The Bistro. [Image online] Available at: [Accessed 21/11/2013]. Image 18 The courtyard. [Image online] Available at: [Accessed 21/11/2013].
Image 19 The Pub. [Image online] Available at: [Accessed 21/11/2013]. Image 20 The Bubble Lounge. [Image online] Available at: [Accessed 21/11/2013]. Image 21 El Tesoro mousse cake. [Image online] Available at: [Accessed 21/11/2013]. Image 22 Chicken breasts with red pepper and cacao stuffing. [Image online] Available at: [Accessed 21/11/2013]. Image 23 Cacao salt and pepper squid or red mullet. [Image online] Available at: [Accessed 21/11/2013].
chapter four Image 1 The main room in Willie’s cacao factory in Devon. [Image online] Available at: [Accessed 16/11/2013]. Image 2 Willie inspecting the crop with his workers in his farm ‘Hacienda El Tesoro’ in Venezuela. [Image online] Available at: [Accessed 16/11/2013]. Image 3 Close-up to raw cacao beans. [Image online] Available at: [Accessed 23/11/2013]. Image 4 Max Brenner’s chocolate bar. Image 5 Photo of Max Brenner. [Image online] Available at: [Accessed 23/11/2013]. Image 6 Willie’s Cacao logo. [Image online] Available at: [Accessed 23/11/2013].
chapter five Image 1 Cacao flowers. [Image online] Available at: [Accessed 28/11/2013].
chapter six Image 1 Photo of Stephen Larcombe. [Image online] Available at: [Accessed 1/12/2013]. Image 2 Gaskell’s Restaurant. [Image online] Available at: [Accessed 1/12/2013]. Image 3 Business people having a meeting. [Image online] Available at: [Accessed 1/12/2013]. Image 4 Couple having a good time in a bar. [Image online] Available at: [Accessed 1/12/2013]. Image 5 Casual people having drinks/food in a restaurant. [Image online] Available at: [Accessed 1/12/2013].
REFERENCES
bibliography and websites
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