BMW Designworks USA updates formula for Hilton Hotels

Hilton Hotels & Resorts has appointed BMW’s Designworks USA creative team to work on a series of design projects across its US-based portfolio of hotels.

Hilton Hotels & Resorts has appointed BMW’s Designworks USA creative team to work on a series of design projects across its US-based portfolio of hotels.

The design team, located in California, is reportedly looking at ways to hone the visual appeal of Hilton’s rooms. This could see the company shift away from a ‘cookie cutter’ format to lure more business travellers. Some of the projects may also include brand development initiatives.

A spokeswoman for Hilton Hotels says, ‘The Hilton Hotels & Resorts brand is in discussions with BMW, but at this juncture we are only at the extremely early stages and we don’t know where these talks will take the brand.’

More specific details may be unveiled in the first or fourth quarter of next year.

Designworks USA is a subsidiary of the BMW group and operates out of studios in California and Munich. The group specialises in product, communication and car, ergonomics and graphic design. Its clients include Adidas, Microsoft, Motorola, Sony and Siemens.

Packard Bell founder Beny Alagem bought Hilton two years ago and launched a $60m (£34m) renovation programme in the US.

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