Branding Solutions for Hotels – Dunes Village Resort
Dunes Village Resort opened in 2006 and has since become the premier family-friendly attraction in Myrtle Beach, South Carolina featuring family activities and panoramic views of white sand beaches.
When remodeling certain areas of the resort, interior designer Jessica Cox from Warren and Harmon Commercial Interiors, looked for a way to bring the serene feeling of the beach indoors. ATI worked diligently to find the perfect material with the perfect look to bring her vision to the surface.
One area that receives the most wear and tear in a resort or hotel is its elevators—and Dunes Village was no exception. Years of abuse from travelers with large suitcases, families with strollers and small children, as well as general wear and tear demanded the replacement of the simple laminate that covered the cab walls. In addition, Dunes Village Resort wanted to stand out from the crowd, promote their brand, and bring the feel of the beach indoors through custom artwork. “We were looking for something unique so the property would stand out” said Cox.
First, Cox had to choose a substrate that was durable and would hold up to the abuse from high traffic. LuxCore, a translucent FRP, was the perfect choice because it passed sanitary codes, was easy to clean, and was also impact and scratch resistant—great for a family resort. An added benefit of LuxCore was its translucent quality—perfect for ATI’s Fusion process which allows for custom imaging on the substrate.
ATI’s in-house graphic designers helped Cox bring her vision to life, fusing a large colorful wave on LuxCore for one elevator cab and a leaning palm tree in the sunset for another. Ray Lambert, graphics supervisor at ATI said, “In the confined space of the elevator, it helped to push the walls back. It made it feel much larger and open—almost out-of-doors.”
When asked about the finished product, Cox said “It looks great, it’s eye-catching, and when the doors open you’re hit with this great picture.” The solution that ATI and Cox provided resulted in one-of-a-kind, functional pieces of art for the Dunes Village Resort that will help them to stand out from the crowd.