At this year’s HD Expo, one booth caught our eye—and held it. A collaboration between The Gettys Group and Kimball Hospitality, the space was a masterclass in immersive storytelling, crafted with a level of care and creativity that stopped visitors in their tracks. From the moment we stepped into the booth, we couldn’t help but feel something familiar: a visual language that echoed our Metascape trend forecast—layered, emotional, and futuristic in all the right ways. Naturally, we had to learn more.
To better understand the inspiration and creative strategy behind the space, we connected with The Gettys Group team in Chicago through a Q&A that offered insight into their design process.
A Singular Word: Joy
Unlike the exuberant kind of joy often associated with spectacle, the team at Gettys Group began their creative process with a more intentional expression of the word. “We asked ourselves: What does contract-grade joy look like?” they told us. The result was a concept rooted in materiality, color, and emotion—designed to resonate with hospitality spaces that are both deeply functional and deeply moving.
A Journey Through Space: Entertain. Meet. Sleep.
Rather than a static showroom, the booth was conceived as a spatial experience—three emotionally distinct environments unified by a central narrative.
• Entertain: A vibrant, social zone filled with energetic textures and bold color.
• Meet: A cocooned collaboration space, softened by acoustic materials.
• Sleep: A moody guestroom reimagined as a serene escape.
Each section offered a different emotional tone, creating a fluid journey that visitors could see, feel, and remember. Lighting shifts, surprising textures, and thoughtful layout choices guided guests through the space with intention.
Materials That Moved Us
Tactility played a starring role in bringing the concept to life. The Gettys Group team employed an eclectic mix of finishes: metallic touches, digitally printed carpet, iridescent glass, ethereal upholstery, and even painted foliage. Dynamic lighting from Majestic and Self Lighting shifted the mood throughout the day, while FreePower’s wireless charging technology was subtly integrated into casegoods—seamlessly balancing function and design.
Meascape: Where Emotion Meets Innovation
The booth was grounded in what the team calls the Meascape—a blend of emotional design, cultural influence, and guest-centric thinking. This layered vision draws inspiration from the convergence of digital and physical worlds. AI was brought into the creative process early, helping visualize bold concepts and expand the aesthetic vocabulary beyond default patterns.
The result? A design language that feels both fresh and familiar—an evolved expression of the kind of hybrid spaces that define today’s hospitality landscape.
A Tactile Emotion: Curiosity & Delight
So what kind of emotional response were they aiming for?
“We wanted people to feel intrigued the moment they walked in,” the team shared. “To pause. Look up. Touch something.” From unexpected material moments to the intentional use of lighting and layout, the space was designed to invite interaction and spark connection—whether you stopped by for a design detail or a cocktail.
The Gettys Group Philosophy: Strategy, Storytelling, and Craft
This installation was more than just a design—it was a reflection of The Gettys Group’s core philosophy. Their approach is deeply rooted in collaboration, translating emotional strategy into physical space and seeing every constraint as a creative challenge.
“It’s not just about what’s beautiful,” they said. “It’s about what’s memorable—and why.”
A Joyful Surprise
The greatest reward? Seeing their vision land exactly as intended. “One of the most meaningful surprises was how many people used the word joy before we even said it,” the team reflected. “It validated the emotion-first strategy we brought into the project.”
What’s Next: Emotion-Driven, Multi-Sensory Design
Looking ahead, The Gettys Group is leaning into what they do best—exploring how emotion and sensory storytelling will continue to shape the future of hospitality. From lifestyle resorts to brand strategy, their pipeline is filled with clients eager to push creative boundaries.
And if this installation is any indication, the future they’re shaping is as joyful as it is unforgettable.
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