Business Enquirer Issue 117 | Lemay ID | September 2023

FROM IDEA TO IDENTITY

STEPPING INTO THE FUTURE, FROM IDEA TO IDENTITY

LEMAY ID PROJECT

DIRECTED BY: CHARLOTTE ROPE

ARTICLE

WRITTEN BY: LAURA WATLING

Formerly known as Lemay + Escobar, since Business Enquirer spoke with the firm following its rebrand to Lemay_id.

Lemay_id’s rebrand secures its values of creativity, innovation, diversity and resourcefulness. Its new identity expresses what drives the studio’s creative process for hospitality, living, F&B, and workplace environments. Taking a bespoke curated approach to interiors, Lemay_id uses narratives and artistry to make space a form of storytelling.

“The acronym ID in its simplest form can be interpreted as interior design, while the symbol is also meant to speak to the core elements of the team’s creative and personalised process – from Idea to Identity. This is what we strive to achieve for our clients, celebrating their vision and creating unique experiences and lasting connections within their environments,” explained Haley Wagg, Lemay_id’s Design Director.

From Montreal’s first smart vertical community, Humaniti Hotel to its designs of Watermark luxury senior living communities, Lemay_id has contributed to renowned designs worldwide.

The rebrand aims to elevate Lemay_ id’s impactful work and highlight its established team, heralding a new period for its designers.

“Working from a renewed baseline of an outstanding team and track record, and sheer creative drive, this transformation elevates the impactful and breathtaking work that our designers have unveiled and will be unveiling in the months and years to come,” says Amro El Chabti, Lemay_id’s Senior Partner and Regional Director.

Lemay_id’s rebrand also aligns with the world’s post-pandemic shift, working with Lemay (the wider group of which Lemay_id is a member of) to take a more collaborative approach towards integrated working and living spaces.

“Hotels are looking for touch-down workspaces which seamlessly integrate into their communal and public spaces. Meanwhile, we’re seeing more requests for hospitality inspired workplace projects which are seeking collaborative spaces to suit hybrid working,” explained Haley.

More than ever before, clients are looking to implement well-being into their buildings, she explains, something which Lemay_id has been able to display its know-how in.

With interior design by Lemay_id in collaboration with Andres Escobar, Humaniti Hotel Autograph Collection is part of Montreal’s first ever smart vertical living community, which in some areas has gained both LEED AND WELL Silver Certifications

The building and its interior has been seamlessly designed to connect living and communal spaces, integrated with well-being, encouraging hotel guests to become part of a wider community.

“The Humaniti Hotel is great example of a project that embodies Lemay_id’s philosophy - infusing identity into every aspect,” explained Haley. “Whilst the architecture of the building takes on an angular ‘h’ design, we have juxtaposed

Watermark Senior Living - West Palm Beach FL

Photo Credit: Whitney Cox

A Creative Vision Requires Creative Solutions: The Metro Solution

Metro Wallcoverings is Canada’s leading distributor of commercial wallcoverings and cutting-edge interior finishes, servicing the Architect and Design community since the early 1970’s.

“We work with our suppliers and clients from beginning to end to create the best experiences. We collaborate with our clients every step of the journey, to make their vision come to life.” said Metro Wallcoverings Director of Marketing Services, Ernestina Drago. “Our client’s vision is our inspiration.”

The latest addition to the Metro Wallcoverings portfolio is its acoustical collectionEco-board. Eco-board is made from 60% Recycled PET, which is a combination of regular and low melt polyester fibres, giving it a stiff board like feel. The solution is available in 35 vibrant colours with custom shapes and cuttings.

In addition to their extensive commercial wallcovering brands, Metro Wallcoverings offers an unparalleled selection of textiles, decorative woods, metals, custom digital wallcovering and specialty paints and films.

“We find creative solutions to fit our clients design needs, with the ability to customise and tweak any existing wallcovering design, or help them develop their own custom design,” said Ernestina.

“Over the next 12 months we will continue to bring innovative new products to our Architect & Design community, sourcing niche solutions from across the world,” Ernestina continued, “and we will strive to maintain our position as the number one wallcovering distributor in Canada”.

Metro Wallcoverings seasoned Account Managers can be found across Canada with four showrooms, located in Toronto, Montreal Calgary and Vancouver. Metro’s full range of solutions can also be found on their website: www.metrowallcoverings.com

A Solution for All Markets

Canada's leading distributor of beautiful wallcoverings and specialty finishes to the architectural & design community for over 40 years! Come explore our unparalleled portfolio of products, visit our gallery of inspiration, or contact us directly for expert advise.

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the interior with a softer, more human centred look and feel. We infused the vibrant culture of Montreal into its design including creating a visual extension of the magnificent Place Jean-Paul-Riopelle,”.

Lemay_id’s design contribution to Humaniti Hotel has added to its vast trophy cabinet, receiving awards at the 2022 Grands Prix Du Design for Interior Design (Grand Winner), Canadian Property Awards – Best Hotel Interior and International Property Award for Best Hotel Interior Americas.

Similarly, Lemay_id has embedded their philosophy into Watermark Luxury Senior Living Facilities in collaboration with Andres Escobar, two of which opened their doors to residents this past spring in Florida. Conceptualised as an urban resort, the interiors speak to a high end

hotel designed to support and empower its residents with openly connected and beautifully design amenities.

“Watermark at West Palm Beach is a luxurious extension of its resident’s identities, which includes a bistro/bar, spa, gym, and both fine and casual dining options, all allowing residents to thrive,” said Haley.

Naturally, sustainability is another design demand which is considered throughout Lemay_id’s bespoke designs.

“We are proud to be part of our parent company Lemay’s Net Positive™ framework that focusses on health, the environment and carbon emission reductions.” Said Haley

Lemay’s Net Positive™ is an ambitious,

The Greene Queens, NY

Marvel Architects

Brandon Barre

Brandon Barre

High Performing Textiles from a Passionate Supplier

With 45 years industry experience, the family owned and operated textile business, Architex, has been supporting Lemay_ID for close to a decade.

Reflecting current design trends in combination with high performance features Architex’ range of over 600 uphpolstery and drapery fabrics are used in hospitality, healthcare, residential, retail, and corporate projects around the world.

“Lemay_ID are known for their distinctive design aesthetic, so it is an honour that they have chosen to include our fabrics in their projects,” said Louise Coté, Market Manager for Architex International in Canada.

Architex assists clients like Lemay ID in finding the right fabric for each application, ensuring it suits aesthetic goals, whilst also meeting performance requirements to ensure the longevity of the application.

The textiles designer and distributor has partnered with Lemay_ID on several projects, including Marriott’s Humanity Hotel in Montreal. “It was a pleasure and honour to work with Lemay_ID on this particular project and see it come to life,” shared Louise.

Further to the Humanity Hotel, Architex fabrics can be found in many luxury projects including Hilton

and Fairmont across the USA and Canada, as well as Google’s corporate offices in Canada.

Architex is a participant of the Healthier Hospitals Initiative, which encourages manufacturers to provide information on fabrics that meet the Healthy Interiors goals of the Safer Chemicals Challenge. Proudly, the business has over 250 fabrics which meet the standard in its portfolio.

The business strives to meet the demands of the evolving sustainability requirements. As well as its range being entirely PFAS free and obtaining numerous sustainability certifications, in July 2023 it launched its range of fabrics made with SEAQUAL polyester

“SEAQUAL polyester is made from waste plastics collected from the ocean,” explained Louise, “it’s really impressive accomplishment and a big step in the right direction for the textile industry. We are proud to be leading the curve”.

Ultimately, keeping its family spirit at its core, Architex is dedicated to providing superior customer service to its customers and partners, such as Lemay_ID.

“We strive to develop the perfect balance of design, performance and price, and are absolutely passionate about textiles,” said Louise, “Lemay_ID recognises this, which has formed the foundation of a well respected, long standing relationship”.

PFAS-Free Stain Resistant Fabrics

distinctive and replicable approach to creating sustainable living environments. To help fulfil this, Lemay has curated a library of suppliers who meet its standards.

“We have a fantastic relationship with our selective suppliers, such as Metro Wall Coverings which offer a multitude of beautiful and sustainable wall surfaces, and Architex Fabrics which present the perfect blend of design and durability,” explained Haley. “These partnerships are a great asset to our business”.

With its clients always front of mind, Lemay_id is embarking on an exciting research and business development campaign focused on smaller “18 Hour cities”.

“We’re finding that with the current cost of living crisis, many people are looking to move out of bigger cities, these up-andcoming new communities are in need of living environments, amenities and infrastructure for support,” Haley explains. “We’re exploring the growth in these smaller cities and considering what a reinvention may look like.”

Design Director, Haley, is working closely with the Lemay_id team to support both the business and its clients during its transitional rebrand period.

“It’s crucial that our clients understand that the rebrand supports us in driving their vision and objectives forward, whilst we retain our storied history we can align our values to the modern day. As we move into an ever-shifting future we strive to maintain our design excellence and clientfocused attitude,” she said.

www.lemay-id.com

Projects featured in this article in collaboration with Andres

Escobar.

Orchard Park Restaurant by Chef David Burke East Brunswick, NJ