But one thing that stood out to me was the presentation in the room itself. One wall was dominated with a wall unit that contained the desk, plasma tv, minibar, etc. Most of the doors that covered these items were of the sliding variety, and in a stroke of utter genius, several of them had been opened ever so slightly...enough that you could see something interesting behind, but maybe couldn't tell exactly what. A sucker for a treasure hunt, I opened them instantly. Some were boring...ooh...the outlet strip for your computer. Some were classy...a stylishly lit bottle of wine and some glasses. Didn't matter. The end result was that they got me to interact with the experience. They took that irresistible "What's behind the door?" urge and totally manipulated me into doing something. It worked. It was brilliant.
Just spent a night in downtown Chicago with my wife celebrating my 40th birthday. We splurged and stayed at the W hotel (ok, we Pricelined it, but still...). If you've never stayed at a W, or if you're just a brand junkie, I highly recommend paying a visit to your local W. Not surprisingly, W's are everywhere, and everything ties back to their "Whatever, Whenever" slogan that encapsulates the whole experience.