The Scoop: Natalya Ganyukova, Senior Design Manager at Hyatt

Meet Natalya, she’s my favorite human to dish on design with and is always down for a museum adventure. Natalya also knows her way around a hotel, because she’s played pivotal roles in the design process of many of the places you’ve probably vacationed at.

I sat down with Natalya to get a better understanding of the unique world of hospitality design and (full disclosure) get the inside scoop on where to stay on my next (post COVID-19) adventure.

Let’s dive in….

Q: What drew you to architecture and design?
A: My mom is a fashion designer and my dad an engineer, so the two blended together set me down a creative path using both sides of the brain. From the moment I could hold a pen I was running around ruining all of their furniture. My creative energy was naturally drawn to painting — briefly I considered going to art school for a career as a formally trained artist — but life has a way of sending you messages to guide your journey.

I was born in Russia and my parents started their careers when the country was still part of the Soviet Union. At that time architecture was difficult for women to break into, which is why my mom ended up in fashion. My mom has a huge influence on my life, so knowing that she always wanted to do architecture — but couldn’t — drew me towards this form of art as a career.

Q: How did you get started in hospitality architecture and design?
A: After graduating from Miami University’s Architecture program I still thought about getting into fashion. This was during the recession so I took a free internship with a fashion designer in Chicago — quickly I realized this path was not for me. During a recession you network, connect with others, and see where you land, taking whatever opportunities come your way. For me this ended up being The Getty’s Group, a big hospitality firm in Chicago. It was a good opportunity and it’s where I fell in love with hospitality and decided to pursue it. Ultimately, it resulted in me going to grad school at SAIC where my experience expanded and career took off.

Q: What makes Hospitality different from other types of design you’ve done?
A: What I love about hospitality is that every project is a unique story. I think of it as corporate-residential. Every hotel is your home away from home. There are so many layers in the design story of hospitality projects which allows for every space to be special — something I really grasp onto. In hospitality you are not necessarily following a trend (although trends are a thing that exist), but each property can be truly unique and something that people have never experienced or seen before.

Q: What challenges are unique to hospitality design?

A: I would say quantity and durability.

1. Quantity: You have 400 guest rooms, so that could easily be an order of 400 to 1,000 sofas, beds, or chairs, for example. We have to create a ‘model room’ prototype that we test out prior to placing any orders. The sheer quantity, means there is no room for error because returns aren’t an option on an order of 400 sofas. You almost have to be an accountant to ensure you don’t put in the wrong color or spec on a job.

2. Durability: Hotels take a beating. When reviewing a design presentation I might think the selections are beautiful, but if the materials are not durable that lovely chair will fall apart. A white sofa is not realistic and not possible in a hotel. I’m constantly removing selections and adjusting for heavy long-term use.

Q: What recommendations do you have for people that want to design a home with durability in mind?

A: Know your household and your aesthetic. If you have an active home with kids running around, go for solid surfaces with non-porous stone that can handle a beating. Reserve the weathered or untreated wood for smaller accent pieces.

Flooring makes a big impact in the home, but if you have pets or wear shoes in the house steer clear of light, pastel rugs where stains will be more visible and harder to hide. Color is another huge thing to consider. Not that you want to hide stains per say, but avoiding flat colors and sticking to patterns or texture will provide different tonality that will hide stains, spills, and have a richer overall look.

Q: How does the customer experience dictate your design decisions?
A: Every time I create a space I walk through it in my mind as if I were a guest. I love space planning and mapping — especially on a new build. How does the lighting make a room feel? What mood does the tonality of materials elicit? You have to think about these things and pretend you are the guest to achieve a design that helps them to feel in a space how you intend. Calm and serene? Energized and busy? These are intentional reactions that we spend a lot of time orchestrating for our guests.

Q: How has the hotel industry shifted in recent years? Is smaller more sought after than large?
A: My team, Design Services, hasn’t always existed. Larger hotel companies are looking more and more to create an ‘experience’ which has led to smaller boutique hotels. More people want that local, crafted, ‘I’ve never seen this before’ interaction with a hotel. You can’t just create a prototype and plop it in any location anymore. Kelly Wearstler’s speciality projects like the Santa Monica Proper Hotel is a good example of a unique, local experience. Kara Mann is another designer whose focus is in residential, but has done some special boutique stores and hotel projects — She has a unique point of view that she brings to her work. And then there is Simeone Deary Design Group that has grit and a rock and roll vibe that tells a specific story special to them. None of these designers produce generic work that’s duplicated like a pattern at different locations.

Q: Do you have any advice for folks looking for design jobs, given your experience in a recession?

A: Network and connect with everyone you know in the industry and be willing to take on more than you think you can handle… with caution. What I mean is, take unexpected opportunities that may feel uncomfortable at first. If you already have a job, this means being the person that says ‘Yes, I can!’ when there is a new project and your manager says ‘who can work on this’. Raise your hand and jump in!

Q: What is your short list of must visit hotels people should check out (when they can travel again)?

Q: How can people create a little bit of a hotel experience in their own homes?

A: From a design perspective, mix up tonality and finishes to create contrast. Weather its with furniture or flooring, it creates depth and helps a space feel layered. Mixing wood tones is also really important. And that whole ‘Don’t mix blue and Black’ rule? I love mixing unexpected colors and materials. Don’t be afraid to blend even when it comes to decades — put vintage with mid-century and modern.

But the hotel experience isn’t just about the design. Bring a bit of the unexpected or outside your norm into your home. This could be small artistic endeavors, or projects you’ve always wanted to do but have been too busy for. Or it could be yoga, or a relaxing ‘spa’ moment in your tub. Create an experience that takes you out of your day to day.