The centerpiece of the lobby is an 18-hour bar that evolves throughout the day serving coffee, select grab-and-go items, shared plates and specialty cocktails.The design team approached the challenge by seeking solutions that are affordable, flexible and implementable. Speed-to-market and cost-effectiveness were key goals of the new lobby design effort, Horton says.A dedicated technology lounge, integrated into the lobby experience, updates the traditional business center concept by bringing the space front and center. The check-in experience has also been transformed, with pod-style front desks that allow staff and guests to interact more directly "We want to make sure we're relevant for today's traveler in tomorrow's world," says Dave Horton, global head of Hilton Hotels & Resorts. "And relevance drives loyalty, which drives performance."The concepts are a "buffet" of design options for hotel owners and developers to choose from, each of which offers a "consistent, on-brand DNA experience for all hotels," says Vito Lotta, a member of Hilton's global design team. The concepts are usable for both existing Hilton properties and new-build hotels.The design team approached the challenge by seeking solutions that are affordable, flexible and implementable. Speed-to-market and cost-effectiveness were key goals of the new lobby design effort, Horton says.