"This energetic concept breaks the cookie-cutter hotel mold."
I find this claim to be unintentionally hilarious. This brand (like every new brand by any hotel group) will undoubtedly provide developers with a couple different configurations that can work in any flat site. They even provide the actual plans on their development website:
https://www.bestwesterndevelopers.co...-prototype.php
It's not breaking the cookie-cutter...it's simply creating a different cookie-cutter.