Marriott International Americas Leadership Summit
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 words. 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.Â
Photo: Courtesy of Marriott
