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The Roarin’ Twenties Come Roarin’ Back!

The Read House, one of Chattanooga’s historic icons is getting a new look as the original 10-story structure, which was built in 1926 undergoes renovations. Avocet Hospitality Group, located in Charleston, South Carolina, is restoring the historical hotel. Maycreate began work on the project earlier this year and renovations started this month.

Brian May, president and senior creative director, has been spearheading the project working directly with Jon Weitz, president and CEO of Avocet. One of our initial assignments was to create and cover a 15 by 9-foot wall with a historical timelline, as well as 75 by 9-foot wall with graphic imagery and typography. Both walls appear at the hotel’s temporary check-in, while construction is underway. The theme? In our client’s words,” Think the Great Gatsby!”

Monty Wyne, senior copywriter, conducted a considerable amount of research reviewing newspaper articles and business correspondence dating back to the mid 1800s. He traced and wrote the history of this enduring icon and Brian May art directed and oversaw the production and installation of these colorful life-size murals, which guests pass on their way to registration.

We were also tasked with creating and designing a microsite, containing information about the restoration, the history of the hotel, as well as a historical time-line that covered major events, famous guests, and any changes that not only took place inside the hotel, but included changes in ownership over the years. The microsite serves as a valuable reference for the press, guests and residents of Chattanooga, during the restoration. Grant Little, senior art director, mapped out, designed, and oversaw the development of the microsite, which was completed by a third party.

In addition, Brian May and Virginia Brooks, designer and front-end developer, have designed construction signage to cover the exterior construction fence. The purpose of the signage is to create excitement and increase expectation for the community, guests, and passersby for the restoration and development.

A brief history, Crutchfield House preceded Read House and was built in the late 1840s. It survived the Civil War, floods, and political unrest only to burn to the ground in 1867. Read House, an impressive 3-story building opened in 1872. By 1926, with Chattanooga’s increasing need to accommodate visitors and conventions, the new 10-story hotel opened. Many famous people have been guests of Read House over the years, including Winston Churchill and Elvis Presley, among others. Be sure to visit the microsite for more details.