84 Creative Life
Interviewer / Amy Tseng
Translator / Celine Yang
Photo provider / W Hotels
Michael Tiedy 擁有超過 23 年的國際性設計與品牌創建的經驗，現在他是 Starwood Hotels & Resorts 的全球品牌與創新的資深副總。 Tiedy 為旗下的九種品牌監督所 有來自世界各地的創意與設計資源，包括了 W、艾美、威斯汀、喜來登、瑞吉、豪華精 選、喜來登福朋、雅樂軒與 Element。 Michael Tiedy with over 23 years of international design and brand building experience, is now the
Senior Vice President for Brand Design & Innovation at Starwood Hotels & Resorts. Tiedy oversees all creative and design resources worldwide for Starwood’s nine brands, including W, Le Meridien, Westin, Sheraton, St. Regis, The Luxury Collection, Four Points by Sheraton, Aloft and Element. Michael Tiedy
The Intricate Balance Between Design and Branding Interview with Michael Tiedy
Senior Vice President of Global Brand and Innovation at Starwood Hotels & Resorts
設 計與品牌 間 的水乳交融
你是如何透過W Hotel為核心，連結世界各地的W Hotel來管理
你是如何定義創新的生活方式？你現在正活在其中嗎？
訊息的傳達？
創造力是關於在不同人之中，想法的協同作用與合作成果。不
坐落於世界的任何一家W Hotel，都由3「D」的概念所構成，
斷變化就是它背後神奇的創造力，從一個點子到另一個想法，
3「D」是指輪軸的設計、客製化設計，還有飯店特殊地理位置的
或者從一種形式變到另外一種。創造力的衍生是取決於前後狀
設計基因，皆能透過飯店的設計而被看見。所有的設計世代都
況的洞察力，是基於對商業背景的瞭解，而生意面的來龍去脈
是從一個所謂的「設計敘事過程」而被創建的，是W基因起步的
則是依照人類行為而定，少了人與人之間的互動，創造力便停止
價值逃離無聊的現實生活、頑皮挑逗的及隱密又私人的內部氛
存在。我的終生職業是作為一位品牌設計與革新的角色，帶領
圍嵌入每個W Hotel設計裡；整合飯店地理歷史與社會學，為飯
我活在一個創意十足的生活裡。我時常與行行色色的設計團隊
店本身的設計添加了個性和獨一無二的感動，這只供應於每個
和營銷人員舉行以每日為依據的商討活動，以制定我們的飯店
當地的W Hotel，能給予全面的顧客體驗。
和度假村的最佳創意表達模式。
一旦設計的簡要敘述已建立，它作為一個過濾器和一個準則，
W Hotel是個眾所皆知的「下一步」熱門所在，你是怎麼看待設
貫穿整個設計過程來反覆驗證最終成果，是需要與飯店原始的
計的未來？又對遍及全球的Ｗ Hotel有何種未來規劃？
設計概念同步的。
我預測設計的重要性在接下來的20至30年間有增強的趨勢。 對於優秀設計的欣賞，將與現今透過網路的資訊交換過剩一同
對於那些企圖把具創造性設計與品牌改革作緊密地結合在一起
繁茂成長，除了所有多樣性的選擇之外，這也是為了呈現給顧
的人，你會給予他們甚麼樣的建議？
客看，好讓他們從當今時下中做出他們的選擇。設計已經不再
保持好奇心！問題解決者，同時具有好奇心和能鼓舞人心特質
僅僅只是看起來時髦，而是創造自我的性格，並且發現那些與
的人來著手解決這兩者。你總是要問自己是否能夠將新與舊合
你的生活方式相稱的設計。在2012的新年，W Hotel有許多令人
而為一，對於為何要以創新方式來處理事情，其中的動機與你
興奮的事會發生。因大眾的熱烈反應將會在大城市開設更多的
的理由，總得抱持存疑的態度。你又該如何用不同的方式來完
W Hotel，像巴黎、曼谷和新加坡； 除此之外，在全球不同的地
成事情。確實要去花些時間找出什麼是可以激勵你的，對我來
區，W Hotel與其他單位如邁阿密/巴塞爾設計將持續支持時尚
說，無非就是旅遊了。旅遊總是為我帶來新的靈感激發，幸運的
與設計活動之盛事，不僅協助年輕設計師們展示他們的才華，
是我是個視覺思考者，能夠形象化地堆疊新想法成為像有調理
也同時展現我們對設計的熱情。我們Starwood總部也正從紐
的圖書館藏系統，如此能在我的掌控下重新整理並從我腦中拉
約移到康涅狄格州，我們非常期待著明年新的變化。
出任何資訊。
86
How do you manage a central W
as a filter and a guideline throughout
systematic library system, enabling
teams and marketing personnel on
things are happening to W hotels. By
throughout the different W Hotels
the end results are in sync with the
out of my head in my command.
creative expressions for our hotels
be opened in big cities such as Paris,
Hotel communication message around the world?
Any W hotels around the world are
the design process to crosscheck original hotel design concept.
composed from the 3 “D” concepts,
What is one recommendation you
and design DNA of that specific hotel
integrate creative design seamlessly
where spoke design, custom design, location can been seen throughout
the design of the hotel. All the design generation is created from a brief
called “Design Narrative Process”
where the W DNA value of escape, flirty, and insider ambience are
embedded in every W hotel design;
and the integration of both historical and social significance of hotel site into the hotel design itself adds a
personal, unique touch to the overall guest experience, which is made
available to that specific W hotel
only. Once the design narrative brief has been established, it is then used
would give for those who want to into branding?
Be curious. It takes a curious
person who is a problem solver and inspirational in nature to really
tackle the two. Always ask yourself if you can integrate the old with
new, and question your reason and
motive of why doing things a certain way, what would you have done
differently. Really do take the time to find out what really inspires you. For me, it is travelling. Travelling always brings me new inspirations, and
luckily I am a visual thinker where
I can visually stack new ideas into a
me to rearrange and pull out any data
How would you define a creative
a daily basis to formulate the best and resorts.
lifestyle? Do you think you are
W Hotel is known as the “What’s
Creativity is about synergy of ideas
in the future of design and what
living in one now?
and collaboration results among
different people. The magic behind creativity is that it is constantly
evolving, from one idea to another or from one form to another.
Creativity derives from contextual insights which are based on the
understanding of business context, and business context depends on
human behavior. Without interaction between people, creativity ceases to exist. My career as a brand design
and innovation role leads me to live
a creative life everyday. I often hold discussions with various design
next” hot spot. What do you see
are the future plans for W Hotel worldwide?
I see an increasing trend in the
importance of design in the next 20 to 30 years. The appreciation
of great design will thrive with the current overflow of information
exchanges via internet, in addition
to all the variety of choices that are present for consumers to choose
from nowadays. Design is no longer about looking stylish, but moreover on creating your own personality
and finding a design that fits your lifestyle. In 2012, a lot of exciting
popular demand, more W hotels will Bangkok and Singapore; in addition to the regular fashion and design
events supported by W hotels and
other entity such as Design Miami/ Basel. These events are held in
different cities worldwide for aiding young designers to demonstrate
their talents and at the same time
display our passion and appreciation for design itself. Our Starwood
headquarter is also moving from NY to Connecticut, we very much look forward to the new changes.