A classic two-story, 1960’s motor lodge in downtown Raleigh which had recently fallen on hard times as a national economy chain finds new life as The Longleaf Hotel & Lounge. The Creative Office’s scope was comprised of naming, brand identity, print design, environment and interior design, custom art, signage and way finding design, as well as digital design for website and social media.

The Longleaf is the story of a reimagined mid-century motor lodge transformed into a boutique hotel, the first of it’s kind in a revitalized downtown Raleigh. The design pairs mid-century modernism with rhythms, textures, and environments inspired by N.C.’s longleaf pines. It reminisces Carolina ranch-style homes with car ports and longleaf needle-covered yards through the lens of a modernized hospitality experience. 1960’s breeze blocks and dimensional cinders hidden by stucco were uncovered and restored as a nod to the hotel’s original design. Existing knockdown textures across 57 rooms, lobby, lounge, halls and exterior were transformed with peachy and pine hues referencing Carolina’s clay soil and longleaf pines. Warm pecan-finish case goods define the lobby, lounge, and rooms while a selection of cross-hatched finishes create intrigue across carpet, window treatments, and wallpapers.

We collaborated with a roster of local artists to express our affinity for N.C. through the design finishes. The custom longleaf needle wallpapers by Claire Craven introduce whimsy into clean tiled bathrooms. Clay-hued shibori-dyed organic robes and throw pillows by Rise & Ramble contrast classic plaid throw blankets. Custom modern wood headboards and working units with sweeping wood grain and mid-century proportions were built locally with Bull City Designs. Room art was design by The Creative Office and screen printed in Durham by Supergraphic.

Materials used:

1. Facade cladding:  Restored stucco and concrete breeze blocks
2. Flooring: Shaw, Fine Point, carpet tiles
3. Doors: Refinished originals
4. Windows: Existing
5. Roofing: Flat roof

Interior lighting:         

1. Nelson pendants, Herman Miller
2. Gunmetal and brass, Curvilinear Sconce, West Elm
3. Woven rope, Russet pendants, Industry West

Interior furniture:       

1. Webbing and walnut, Risom Lounge chairs, Knoll
2. Leather and pecan, Parker Slipper chairs, West Elm
3. Polypropylene and metal, Svelti chair, Article
4. Custom headboards, side tables, desk, storage by Bull City Designs