Hidden Gem at BDNY
Where the Show Floor Becomes a Destination.
Hidden Gem was a signature social space at the 2024 Boutique Design New York (BDNY) trade fair — the leading conference for boutique hotel design. Conceived by Parker Torres Design around the transformation of volcanic lava into a geode, the space served as a branded environment, networking hub, and conference stage, hosting panel discussions featuring leaders from Hyatt, Host Hotels & Resorts, and Hersha Hotels & Resorts alongside hundreds of attendees over two days at the Javits Center.
Parker Torres Design engaged Contraire to develop the event's visual identity and brand expression, bringing the geode concept to life across every touchpoint attendees would see, hold, and experience.
The Work
Working from the interior design team's concept and spatial drawings, I developed a cohesive brand identity rooted in the project's geological narrative. The logo, typography system, and color palette drew directly from the materiality of the space, creating continuity between the printed collateral in guests' hands and the fabricated environment around them.
Every branded element was designed to feel considered rather than applied. Die-cut menus with custom-shaped tabs referenced the angular geometry of the geode walls. Digital display graphics extended the narrative across screens embedded in the scenic structure. Signage coordinated sponsor recognition within the overall spatial aesthetic without interrupting it.
I reviewed architectural shop drawings and worked directly with the interior design team to ensure brand activations aligned with the built environment, from signage placement to print specifications and material selection. I selected print vendors, managed proofing and approvals, and oversaw installation coordination on site.
Outcome
Hidden Gem was one of four Designed Spaces selected by BDNY, a curated designation reserved for visionary concepts intended to serve as destinations within the show floor. By all accounts, including feedback from BDNY staff and Parker Torres Design, it was among the most consistently trafficked spaces at the fair, drawing crowds throughout both days of the event. The 2024 show attracted more than 15,700 hospitality design professionals from around the world, making it the highest-attended edition to date. As the space's brand creative partner, Contraire's work was seen by the full breadth of the boutique hospitality industry across both days at the Javits Center.
Branding & Visual Identity: Contraire / Creative Director: Courtney Perti
Interior Design: Parker Torres Design
Fabric: Valley Forge Fabrics
Lighting: Chapman Hospitality Lighting
Casegoods: LacquerCraft Hospitality
Wallcovering: MDC Interior Solutions
Seating: Baker Interiors Group
Flooring: Chako Hospitality Floors
Audio: Pioneer
Drapery Fabrication: Contract Decor International
Cladding: Wilsonart Engineered Surfaces