Hotel EMC2
Boutique hotel, Autograph Collection, Chicago
Booking-first website for an art-and-science boutique hotel in Streeterville, Chicago.
- Client
- Hotel EMC2
- Sector
- Hospitality
- My role
- Lead web designer
- Services
- Website design and build
The project
Hotel EMC2, Autograph Collection is a downtown Chicago hotel with an art-and-science personality and an award-winning restaurant, the Albert. 97 Switch has been its digital partner since before the hotel opened.
The challenge
A new hotel has to fill rooms and event space from day one. The website needed to keep the hotel's personality front and center while making it effortless to check rates and book, and to reach the events and dining audiences as well.
What I did
An arched triptych hero
Three arched images carry the art-and-science theme and set the tone before a visitor reads a word.
Rate search first
The rate search sits directly beneath the hero, so booking is the first action available on the page.
A section for every audience
Rooms, dining and events each get a dedicated section, so each audience reaches its own journey without hunting.
Refreshed on a faster platform
The latest refresh moved the hotel to a newer, faster build with updated branding: sketches, periodic-table elements and gold art deco gateways.
The live site
Project visuals
“97 Switch is incredibly creative, and they give you a lot of different options to look at. It really makes you feel like you are a part of the process.”
Results
- #1On TripAdvisor in Chicago, out of 210 hotels
- 1,800+Private event leads
- 10.2:1ROI on direct revenue through Marriott Plus
Results are for the hotel's overall digital program at 97 Switch, not the website alone.