LOCATION: Florida
SIZE: 11 acres | 670,000 SF | 600 keys
CLIENT: Confidential
BDG SERVICES: Master Planning, Architecture, Interiors, Branding
PROGRAM: Dual-branded hotel and timeshare resort with event/conference spaces
PROJECT 5
Project 5 is the first in a new series of collaborative resort projects between two iconic, international hospitality brands. Lot 5 is ideally located in an existing 70-acre resort development and offers world-class resort amenities, from extensive F&B outfits to numerous and varied conference/event spaces, as well as sales offices, members amenities, children’s play spaces, luxury spa, rooftop pools and decks, and private balconies throughout. BDG provided comprehensive services to design this dual-brand resort, structuring the approach around the concept of the tango - a passionate dance in which two partners mirror each other, drawing on their core strengths, differences, and the power of connection to create a compelling and dynamic experience for the audience. BDG integrated these two distinct hospitality brands into one cohesive campus by designing to their strengths and complimenting each other in a distinct and industry-competitive and innovative manner.
FROM SYMMETRY
The hospitality models of these two brands are vastly different - with one deeply experienced in vacation ownership for families and the other in style-forward, boutique stays for experience seekers. Opposites, on a grand scale. And yet, there is also a true symmetry. They are alike in their desire to build a global network of unique, dynamic, and compelling membership clubs with top tier design and amenities. They are aligned in their focus to ensure travelers have choice at their fingertips. They equally want to offer experiences that satiate guests from start to finish, leaving them eager to return. Both understand that the resorts to dominate the coming decade are being planned through now.
TO SYNERGY
And they each have qualities that amplify the other. Bringing these two brands together is a cosmic Yin and Yang. It ignites a new fuse and offers an explosive opportunity not just for each of them, but most importantly for guests, loyalists, and visitors alike. Project 5 will be the first dual club + hotel environment, an irresistible membership resort inclusive of family-focused customers, with a distinct heart and identity that resonates with guests at the core of who they are: fun, smart, authentic.
THROUGH PROGRAMMING
The exact characteristics that make for the vast differences between the two brands and their respective hospitality models open up a new realm of creative possibilities for programming. A boutique experience on a resort scale with pockets of curated amenities. Distinct hotel and club zones create environments within environments to discover. Project 5 builds the best of both worlds into a bold new offering.
AND DESIGN
Design is language for emotion. Project 5 speaks to the slow-rolling guests looking for the comforts of home within their vacation experience, to the outgoing loyalists capturing the seductive energy of social environments. It imparts the local dialect as fluently as the global tongue. It communicates a new era for hospitality partnerships, and begins a dialogue for the brand’s resorts worldwide.
