Hilton Mexico City Santa Fe Unveils New Look for Brand

SAN FRANCISCO– Hirsch Bedner Associates (HBA) is delivering a new brand identity for Hilton Hotels & Resorts in its debut project for the hospitality conglomerate.

Located in the financial hub that is Santa Fe, the 260-room hotel is located in the new SAMARA complex, within close proximity to major corporations including Ericsson, Chrysler, Sony, IBM and Bancomer Convention Center. This marks the first of two projects HBA will complete in Mexico, the second being a renovation of St. Regis Mexico City, which will open later this summer.

The Hilton Mexico City Santa Fe Hotel features one restaurant, a lobby bar and the only rooftop pool and bar in Santa Fe. HBA worked with local artisans to incorporate imaginative touches rooted in Mexican culture to help create a unique and authentic sense of place in the quickly-emerging financial center. The rooftop bar and pool takes cues from a cruise ship deck, seeking to evoke feelings of luxury and escape with sweeping rooftop views from its wooded deck and sparkling blue waters. A whimsical mix of champagne and popsicles are served poolside to add to the exotic setting while an on-site herb garden provides the elements for creating inspiring cocktails.


HBA was challenged with giving the hotel brand a new look, a departure from consumer expectations with a more contemporary approach and edgier design scheme. HBA’s design take on the interior is underscored with contrast and juxtaposition – straight lines give away to organic gestures, allowing bold geometric forms, and natural materials and textures to tell the story of the new property, steeped in indigenous heritage and tradition.

“Mexico City wears many faces. Evolving over generations, it has been built and rebuilt in the likeness of each successive civilization,” said Senior Designer Brooke Copani of HBA San Francisco. “I often liken it to Berlin, another metropolitan hub, where layer by layer, each new incarnation of the city has been laid upon the last. The resulting landscape is a monument to great diversity, rich in textures and contrasts. In the district of Santa Fe, we see this pattern unfolding again in real time as the borough redefines itself as a sophisticated and contemporary economic epicenter. It’s with respect to this context that we impose a sleek, contemporary overlay. Exploring the connections between the radiance of light and the depth of shadow, we celebrate the places where they meet to reveal one another.”

In the lobby, strong geometries favor balance over symmetry in the lounge area. With a nod to more classical ideals, this lounge space strikes a balance between warmth and coolness, with a sleek linear fireplace at floor level. Elements of nature and daylight are thoughtfully refined to convey an easy and inherently peaceful vibe. Anchoring the lounge space is the lobby bar, featuring dramatic two-story sliding panels that seamlessly transform the space from day to evening. Mirrored screens slide open in the afternoon to reveal the wine and liquor display and a view to the spectacular garden beyond. Fine finishes and familiar patterns give an air of glamour and richness to the overtly sleek and contemporary bar scene – piece by piece, wooden flanks are stacked upon one another as they float over the spaces. Purity and elegance are complimented by tactile, organic surfaces and textures. Wood, ceramic and stone that lend a subtly playful dynamic, suiting the space for both day and night.

The cantilevered end of the live edge wood bar directs guests into the adjacent dining areas of the hotel’s signature restaurant, Madera, where hard lines mingle with the soft glow of the wood-burning oven to lend a feeling of exclusivity to the communal experience. Warm tones and heavy textures create the backdrop for metallic notes in the lighting and rhythmic arrangement of seating groups suggest a romantic visual music that is simultaneously modern and timeless. The restaurant provides year-long fireside dining and serves modern American cuisine with a focus on sustainable and local ingredients.

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