The way we experience commerce is changing.
In the Internet age, shoppers who make the effort to visit bricks-and-mortar expect more than an experience. They want to activate good – whether through self-improvement, support for local artists or improving the workforce.
Take the brand-new Apple store, now housed in the Carnegie Library, which was lovingly restored to include a learning atrium and upgraded space for the resident DC History Center. Initial fears that Apple would exploit and destroy the Beaux-Arts space have evaporated amid excitement that locals are promoting the stylish, revitalized platform. This includes a three-day block party hosted by creative agency No Kings Collective at the end of June to wrap up Carnegie’s six-week StoryMakers Festival.
The way we travel is going through the same evolution. In 2019, if someone is going to pause Insta and actually go somewhere, the most attractive hotels are those integrating social awareness, the arts and cutting-edge comfort with the guest experience – and enriching the local scene in the process.
Guests are not just buying a hotel room. They are selecting from a menu of self-improvement, artist and small-business support, and modern style. The stylishness is immediately obvious when you walk into Eaton DC, located on the quiet side of Franklin Square downtown. The enormous windows, lush natural foliage and blonde paneling immediately impart a sense of balmy well-being.
But style – and Instagramability – is only part of the experience.
“Eaton DC not only serves as a hotel, but at its heart, as a platform reimagining hospitality as a vehicle for art and radical progressive social change,” says Katherine Lo, founder of Eaton Workshop, which encompasses the hotel.
The lobby includes a recording studio, home of Eaton Radio, and Lo is excited to officially launch Eaton Media later in 2019.
“As one of the core pillars of Eaton Workshop – culture, impact, media, wellness and house – Eaton Media’s mission will support underrepresented filmmaker voices and stories in line with the brand’s radical and progressive values, championing diversity and inclusivity across gender, race, identity and more,” she notes. “We will curate, develop, produce, distribute and celebrate original, rarely seen and commissioned short films from filmmakers whose development as artists and storytellers we are truly honored to support.”
Meanwhile, LINE DC leads with style and a sense of history. The hotel is an AdMo Insta-star for its location in a breathtakingly restored 19th-century neoclassical church (the church’s organ was transformed into a contemporary chandelier).
“The LINE is wholly shaped by the neighborhood that we’re part of, and by the city at large,” says Morgan H. West, creative/culture director at the LINE.
Guests can peer into the glass-enclosed recording studio, home of Full Service Radio, a community podcast network and Internet radio station. Recent episodes include “Opaline: Briona Butler’s Iridescent Utopia in DC” and “WPA Live Series: Veronica Swift & the U.S. Air Force Band.”
The LINE also operates the Adams Morgan Community Center, a community and nonprofit incubator space that provides free space and capacity for the arts and philanthropic efforts, with priority given to artists and nonprofits in Ward 1.
“Whether it’s through partnerships with the DC Public Library, the Ward 1 nonprofits working in the Adams Morgan Community Center, or the artists featured throughout the hotel and in our rotating public art program – we’re proud of the constant cultural and creative exchanges that happen across our spaces,” West says.
But not every stylish, socially conscious hotel needs a radio station. With a focus on modern budget travelers, Pod DC has led the way in integrating city life into its amenities and using them to move guests out into the District beyond the museums and monuments.
Guests can access Cove, DC’s homegrown coworking brand, to get work done or network with local entrepreneurs. And rather than operate an onsite gym, guests use the nearby Washington Sports Club. Local guides lead walking tours from the lobby, and guests are encouraged to use the bike and scooter sharing services to get around.
And Pod DC has not sacrificed style in the process. Guests entering the lobby are mesmerized by the 60-foot-long multimedia art piece, created by painter Katherine Tzu-Lan Mann and glass artist Joseph Corcoran. The building also features other local artists through a partnership with CulturalDC, a nonprofit that partners with real estate developers and government agencies to ensure that arts and culture efforts are showcased across the city.
DC’s urban development incentives have certainly helped hotels looking to embrace local arts and community initiatives. But these Washington hotels have baked social and cultural dynamism into their brands as well as their business plans, and in the process are anchoring themselves in local life in a way that hotels have too often missed out on. I think it’s time for a staycation.