Kristen Freeland Hines has always been drawn to the creative world. From DIY projects and co-chairing her school’s fashion show to exploring the world of hospitality design during her time at George Washington University, Freeland Hines’ passion for artistry has been lifelong.
After formative career experiences at Hilton and West Elm, Freeland Hines now leads IHG Hotels and Resorts’ design strategies team, working on everything from global design philosophies to redesigning custom and prototypical brands, and even out-of-the-box brand activation spaces.
What were you like growing up?
Kristen Freeland Hines: I grew up in a multigenerational home in Pittsburgh with my mom, brother, and grandparents. I was a sometimes-shy-but-very-creative kid that freely explored all types of artful expression. I was in the band, orchestra, and chorus. I loved art class, cooking, and creative writing. I co-chaired the school fashion show and DIY’ed most of my clothes—including my handsewn sequined jeans.
A rendering of the courtyard at EVEN Hotels, part of the brand’s refreshed prototype in partnership with Celano Design Studio and GSB Architects
Early design memories?
KFH: My first unofficial design internship was around the age of 10, shadowing my grandfather who was a realtor, an entrepreneur, and my all-around favorite guy. His projects were residential and very hands-on, and I was drawn to the possibilities of reimagining a space, often with something as simple as paint. He taught me how to trust my instincts—but most of all, he cared about his team and taught me that people matter most.
When did you know you wanted to work in hospitality?
KFH: I first felt the pull toward design in high school and applied to colleges with strong interior design programs. The draw to hospitality came in undergrad at the George Washington University in DC during my favorite studio class, where we designed a restaurant and a luxury spa. The more I learned, the more I was hooked on hospitality and convinced it was the right place for me. When it came time to apply for my first job, I [looked for] hospitality-focused design environments and had the opportunity to join Hilton’s design team.
What did you learn from that role?
KFH: My role supported the team of design directors leading the full-service and luxury brands. I was an absolute sponge. In a single week, I could stretch between three different brands, a halo project, a project site, model room review, and a boardroom presentation. The exposure was priceless. I learned the business of design [in terms of] what it takes to get a hotel project signed, designed, built, and operational. Gaining that perspective shifted my approach to design. I realized great design has the potential to be powerful, but it’s only when you can also deliver an on-brand product, address owner economics, and ensure long-lasting performance that you have a successful end product.
The new prototype for EVEN Hotels includes textured wood with welcoming colors
You then moved over to West Elm.
KFH: This chapter was about living outside the box and learning to trust my instincts. I joined for an opportunity I thought would take me deeper into product development and discovered it was so much more than that. We built a hotel brand from scratch, and often built the plane while [we were] already in flight. It was a creative environment where no two days were alike. The work was inspiring, and it pushed me to grow in unexpected ways, some of which I didn’t even appreciate until my current chapter at IHG, where those skills and experiences come in handy.
Most challenging project?
KFH: A few years ago, my team embarked on the reimagination of EVEN Hotels, IHG’s wellness-focused brand. It was an existing brand with a prototypical design that we reinvigorated from top to bottom. It was my first time working on a prototypical brand, and I was leading a new project team. I also had my first baby along the way, and it was a recipe for growth. While we were challenged, the outcome is proof of the determination and talent that came together to breathe new life into that brand.
Describe your personal style?
KFH: Edgy eclectic with a bohemian flair. I’m obsessed with color and live for a high-texture moment.
The Hotel Indigo Design Collection, developed with Interior Image Group as part of a case study of a Bloomington, Indiana concept
Best compliment you’ve received?
KFH: That I’m a good people leader. The work matters, but the people are the most important part.
One vice you wish you could give up?
KFH: Trash TV and French fries. But honestly, I don’t want to give either of them up.
What inspires you?
KFH: I am comfortable in the white space. I love a high-level idea that I can get lost in while I think through how to approach a solution. My love of language, fashion, and color are all major points of inspiration in the process.
