George Gottl Chief Creative Officer and Cofounder, FutureBrand UXUS - By Aliya Khan, Vice President of Design, Lifestyle Brands, Marriott

George was once asked if he were a toy action figure, what he would be. His response was some kind of fabulous fashion superhero, eliminating fashion don’ts all over the world. Of course, there would be a seasonal change on the accessory.

As a strategist, George uses his inherent superpower as a master storyteller to paint vivid pictures. These images tell the stories of people—consumers, travelers, digesters of trend and culture. He organizes them into road maps for luxury brands like W Hotels, Chanel, and Bottega Veneta. I spend a lot of time explaining the job of a design strategist, and why it is important to first understand the end user before indulging in a conversation about a chair or a table. Partnering with George to understand today’s luxury customers and how they consume brands and experience was an excellent dreamscaping exercise. It is equal parts research, exploration, and, most importantly, fun.

George’s passion for fashion, travel, and multicultural references fuels his work. His curiosity and desire to ask questions differently and move away from the less obvious answers puts everyone in the room on intellectual notice to bring their ‘A’ game. George and I met at a lunch years ago. It was hard not to be drawn to him. (He also has an amazing laugh that stays with you.) It took a decade,
but partnering on W Hotels was the perfect opportunity for this Superhero of Fabulosity to step in and help connect the dots for us.

This article originally appeared in Hospitality Design Magazine: https://www.nxtbook.com/emeral...