Co-creation at Elkus Manfredi utilizes the employee’s expertise who are
extremely familiar with customer’s daily needs provide their input through the phases of the design process which ultimately enhanced
guest experience at three of their exclusive properties. “To design hotels that
express a premier brand in fresh, innovative yet consistent new ways, Elkus
Manfredi Architects applies a discipline we call ‘co-creation’. From the very
beginning, we bring a diverse set of contributors to the design process.
Developers, architects, graphic artists, interior designers, engineers, textile
designers… an entire orchestra of talents assembles to create the symphony of
innovative design.”, said Elizabeth Lowrey.
Since each hotel is designed in
unique way best employees creative and critical insights in terms of unique
customer profiles, location significance and preferred brand experiences are prioritized
by the designers and the hotel design process includes them. The design team
along with property owners and managers initialize the top level goals and the
process of gathering insights kickstarts through casual and formal
conversations with employees from all levels right from bottom to top level.
Other strategies include brain storming sessions and storytelling methods are
also used. As design elements evolve, the team returns to particular employees
for reaction, always keeping top leadership in the loop. Sometimes leadership
is surprised by the creative contributions of front-line employees, whose
suggestions are based on guests’ daily experiences as well as a hotel’s
brand aspirations.
Co-creation builds a sense of ownership among employees and other
stakeholders resulting in improved design
and creates a sense that employees are heard and valued. Managers learn things
they didn’t know about operations, including ways to improve their staff’s
workplaces and job satisfaction. The design process improves the teamwork, enhances employee recognition thus
leading to customer-centric employees. With co-creation, employees and
designers together set the stage for a beautiful production that lets the
audience walk away happy.
