Marriott Created an Upside-Down Room to Build Excitement Around Renovations

And hopes to create buzz on social media

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As hotel chains increasingly face competition from boutique hotels and funky Airbnb spaces, interesting design is more important than ever. Marriott is turning design on its head—literally—through its new upside-down hotel room installation in Brooklyn.

The prototype, #MGravityRoom, is an inverted replica of Marriott's new guest room, which is rolling out now, with renovations completed in 25 hotels across the U.S. so far. Marriott designed the new guest room based on feedback it received from surveying 5,000 customers, such as requests to replace bathtubs with walk-in showers, as well as update the floors and furniture. "The design is much more multifunctional, and it's steeped in what our guests are looking for," said Matthew Carroll, vp of global brand management for Marriott Hotels. 

In the installation, a closet, desk and TV appear to float on the walls and ceiling, and guests can position themselves to take photos so it looks as if they're walking on the ceiling. The goal is to have people post photos of the upside-down room on social media and therefore build enthusiasm for the renovations. To create #MGravityRoom, Marriott worked with design teams and partners including Marriott I + A Design Studio, Fairmont Designs, Brookline Furniture, Belstone, Wolf Gordon, Mosaic Tile Co., Historic Timber and Plank, Sandler Seating, and Designtex. 

"It's a fun way to showcase the transformation of the brand and how we're pushing the limits of design," Carroll said. "It's part of the overall story about how we're elevating the travel experience and reinventing the guest room experience."

The installation is open to the public in the lobby of the Marriott Brooklyn Bridge through Oct. 6. 

@ChristineBirkne Christine Birkner is a Chicago-based freelance writer who covers marketing and advertising.