In early 20th-century Nashville, hospitality was designed around two goals: expanding infrastructure and accommodating the wealthy. No-frills boarding houses intended for only “shelter, eating, and sleeping” were created in industrial areas for low-income railway and construction workers. For aristocrats, there were grander accommodations, such as the historic Maxwell House Hotel, described as “mammoth and magnificent” in a commerce and trade text from 1870. (7) For wealthy travelers, there was also The City Hotel, known for its amenities, as well as an infamous fight that started there by President Andrew Jackson, and the high-class “million-dollar” Hermitage Hotel.

With a historic framework of accommodations created for either practical function or luxe experiences, the original intention of hospitality in Nashville has evolved into modern hotels that can facilitate both. The current landscape of hospitality design in the city of music leverages experiential “story-living” (4), vintage-inspired decor, fine dining, and a laundry list of creative amenities to provide top-notch accommodations. Seemingly, these modern hospitality brands, with a strong historical tapestry to draw from, have left no stone unturned… or have they?

In hospitality, residential styling is a newer approach. But it’s not necessarily a new concept, rooted in traditional, worldwide B&Bs. The classic B&B excels in comfort, familiarity, and community, offering “items redolent of home” (5) while facilitating opportunities for social interaction. Designing their accommodations around authenticity, personality, and “the human touch”, B&B owners are referred to as “lifestyle entrepreneurs” by scholars. (5,6)

In the current hospitality industry, the “lifestyle” traits of the traditional B&B experience are back in demand, regardless of whether it’s an Airbnb, motel, resort, or hotel. The modern traveler seeks accommodations that are able to perform “co-memorative acts of identity and belonging” (5,6), especially in Nashville. In terms of design, this translates into an approach called residential styling, which commercializes the best traits of lifestyle travel.

Image Credit: JE Dunn Construction

The Caption by Hyatt in The Gulph uses residential styling to excel in guest experience, return guest rate, and brand loyalty while offering the comforts of home. Every space looks and feels more polished than a typical residence, and keeps pace with the latest hospitality best practices. This style ends an era of oversimplified, minimal hotel aesthetics that often feel soulless and corporate. 

Choosing not to use the standard blueprint for architecture and interior design, Hyatt designed hotel rooms that feel more like a boutique apartment, and created common areas that have the same aesthetic as a private club or luxury den. The framework of their residential styling is simple: offer a luxury version of the most welcoming aspects of home. As such, the brand is styled like an Architectural Digest spread: comfortable, inviting, and chic.

Image Credit: Business Wire

Caption by Hyatt, with locations in Sydney, Tokyo, Osaka, Shanghai, and Chattanooga, has not only reimagined the guest experience but also created a strong visual identity through its impeccable residential styling. The foundation of the residential style is set by statement lamps, layered lighting, built-in bookshelves, and residential-style millwork. 

From there, the aesthetic is elevated and refined by offering a variety of seating (conversation pit sofas, overstuffed chairs, davenports, and in-room chaise lounges), surfaces (nesting tables, coffee tables, café tables), a kitchen-pantry-style market, as well as a sophisticated outdoor covered terrace. Notably, the addition of the terrace anticipated a major trend in design: highly architectural outdoor living rooms. 

Like many businesses in a reimagined neighborhood, the commercial residents of The Gulch prioritize aesthetics, with subtle nods to the culture of Music City. From artwork by local artists to locally sourced goods, the neighborhood excels in innovative, modern design that fits into the area’s historic shell. 

A bartender slings drinks in a refurbished shipping container, and art by local artists hangs in a museum set in the former central post office. (2) The longstanding and untouched Station Inn, with 50 years of live acoustic bluegrass and roots music, still serves as an anchor of Nashville’s music scene. (3) Caption by Hyatt reimagines local artwork and aesthetics into highly styled design, with refined “railroad” themed signage and wayfinding, as well as a mechanical “wall flipbook” with original Gulph themed artwork. 

Image Credit: Hyatt

The mechanical “wall flipbook” is an image-based Split Flap, called Picture Flap. Featuring train-themed illustrations, Nashville-inspired artwork, and stylized photography, the unique imagery has a strong visual impact and creates a desire for guests to “stop and look”. With every turn of the Picture Flap, a new image emerges, creating an exciting focal point that’s anything but stationary.

The display also helps the hotel overcome a common challenge in hospitality spaces: “hotel art”. The standard “hotel art” often is reminiscent of mass-produced stock photos and paintings, offering little inspiration or imagination. The Picture Flap is powered by kinetic energy and movement, creating a subtle sound similar to light rain. The sustainable display also draws significantly less power than digital screens. 

The opening of Caption by Hyatt in Nashville was covered by hospitality blogs and sites such as Lodging Today, Upgraded Points, and Boutique Hotelier. The Canberra Times noted the hotel’s proximity to the historic railway, stating that the hotel “hits all the right notes for a Music City trip”. (12) Visit Music City encourages visitors to relax at the hotel’s Talk Shop, an all-day lounge, or visit communal spaces that sometimes offer open mic nights. 

Image Credit: Group Tour Magazine

Oat Foundry’s Picture Flaps provide a much-needed respite from standard hotel art. From magic mechanical movement to a modern, sleek design, we take pride in customizing and sizing our Picture Flaps to unique hospitality spaces. The perfect balance of form and function, our Picture Flaps provide a signature focal point to any lobby or community space.

Resources

1. The Gulch: The development of a railroad yard to one of Nashville’s premier places
2. What to Do in The Gulch, Nashville’s Next Cool Neighborhood, CN Traveler
3. Southern Bar: The Station Inn, Garden & Gun
4. Experiential Hospitality: The Key to Hotel Guest Engagement
5. “They Make Us Feel Like Family”: A Cultural Reading of the Irish Bed and Breakfast
6. Bed, Breakfast and Friendship: Intimacy and Distance in Small-Scale Hospitality Businesses
7. Nashville and Her Trade for 1870 By Charles Edwin Robert
8. Historic Hotels in Nashville, TN | Hermitage Hotel
9. Caption by Hyatt Debuts in Downtown Nashville
10. Second U.S. Location for Caption by Hyatt Brand Opens in Nashville
11. 12-story Nashville hotel tops out ahead of 2025 opening
12. Nashville’s new hotel hits all the right notes for a Music City trip
13. Caption by Hyatt Nashville Downtown – The Gulch