The Challenge

OAKTOWN ROOST is a hotel located in the vibrant heart of San Francisco, nestled within a neighborhood known for its cultural events and live concerts. The client wanted to transform the existing hotel lobby into a multifunctional space that not only welcomed guests but also served as a stylish community hub. The challenge was to honor the hotel’s historical and antique essence while making the space appealing to a younger, modern audience. Additionally, the redesign needed to reflect the hotel’s name—OAKTOWN ROOST—through warm, nature-inspired motifs and a unique identity.

Our Approach

We began by deeply understanding the brand identity rooted in the hotel’s name—evoking the imagery of a cozy, elegant bird roost nestled in an old town. From there, we developed a design strategy that carefully blended historical charm with youthful vibrance. The lobby was divided into four key zones, each designed with flexible use in mind: social lounging, reception, creative workspaces, and informal gathering spots.

We curated mood boards for each section, offering multiple visual directions—from antique brass details and vintage textures to modern lighting and bird-inspired decor. Using 3D visualization and reference from the existing space, we created a warm, earthy palette and refined furniture selections that celebrate the past while embracing the present, creating a timeless yet trend-conscious atmosphere.

The Result

📈 40% increase in Hotel Visits.