Bedrooms to Showrooms: Blurring the Boundaries Between Hotels and Retail

JLL Real Views | October 17, 2016

By Kelsey Burgess Ever stayed in a hotel room where the mattress is so comfortable you wished you could take it home? It's a concept that retailer West Elm is exploring with its new chain of boutique hotels all kitted out with the brand's bedroom furniture ranges, light fixtures and linen along with locally commissioned artwork to give each room an individual touch. And while there won't be price tags hanging from the handles, guests will be able to buy any furnishings that catch their eye through the company's website or app, enabling them to bring the best of their travel experience into their home environments. For West Elm, which pl...