Karen Hay is a Director and Founder of Stickman, a boutique design consultancy, dedicated to the hospitality and leisure industry with an International 5 star Client list including Shangri–La Hotels & Resorts, Conrad Hotels & Resorts, Hilton Hotels, Abu Dhabi National Hotels, with numerous ongoing projects in Asia and the Middle East. Stickman facilitates the controlled development of design projects and has vast experience with food and beverage outlets, hotels, resorts, and spas. Elements considered include design, master planning and integration strategies to ensure consistent brand messages. The team at Stickman take a more focused and holistic approach to Interior Design to provide full design services which compliment the ID scope, by developing a full brand package to include Commercial Strategy. Having worked in Hong Kong for 10 years and Dubai for the last 7 years, Karen has a depth of knowledge and experience of the Far East and the Middle East. Having established Stickman in 2009 she understands the importance of not only unique design, field expertise and quality service to ensure sustainability.
In the competitive modern business world, there is simply no room for ambiguity or modesty. Hotels that want to succeed must create a very strong brand that entices the contemporary consumer. Design is powerful. A skilled designer who understands the importance of brand messaging transforms the branded identity from a concept to a tangible space from the physical environment with its style, textures, colours, furniture, artworks etc to the fine details of the linens, the table settings, the staff uniforms, the menus, food presentation, down to the toothpick on the table or the flower on the pillow. Creating a new brand in an ever-increasing competitive market, from a designers view. Whether you are planning a boutique hotel, unique hotel, resort, lifestyle, business hotel, destination spa or a signature restaurant, the three key ingredients; Master Planning, Brand Development & Interior Design. A designer has the ability to feel the space through the eyes of the customer and create iconic elements that are individual to each and every space they embellish. Designers tend to be well travelled, have their fingers on the pulse, watch the competitors, forecast trends, and have an acute awareness of surroundings. It is necessary for the Designer to familiarize with the mode of operations and key messages in order to effectively create a powerful brand.