The wall was gradually scratched off to reveal new Sheraton brand messaging, which offered terms such as “community,” “modern,” and “global exchange”—nodding to the guests’s team effort.
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Sheraton’s “Revolution” scratch-off wall was inspired by the brand’s transformation and the power of community. The initial black matte wall displayed gloss black negative connotations about the brand, including “old” and “tired.” Guests could take hotel keycards to scratch away those worlds.
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Guests were invited to take brushes and rollers to paint what they wanted on the walls. The word “luxury” was displayed on the back wall.
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For W Hotels “Color Boldly,” BMF built an all-white room that served as a blank canvas. The room’s centerpiece presented six paint colors that corresponded to six W experiences, which were described on labels.
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Moxy, which is known for having a fun, millennial-focused aesthetic, showcased a “Play On” area that featured a ball pit hanging from a truss cube. Guests were invited to jump in and search for prizes in the hot pink plastic balls. The station also had a bar that served cocktails in Capri Sun-inspired pouches.
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Attendees were encouraged to color in the book using a variety of colored pencils.
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Tribute Portfolio’s “Add Your Own Color” featured a life-size coloring book, inspired by the brand’s colorful aesthetic. The content of the coloring book design offered illustrations and names of Tribute destinations.
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