Sand Flat Hotel

CHALLENGE

Daytona Beach Shores’ heyday had been faded in the sun. The stretch of beach once famous for sand racing and spring break had become miles of tired motor lodges and generic chain hotels. Fellow was enlisted to create a new offering, a hotel apartment that blended modern comforts with beachy nostalgia.

OPPORTUNITY

The long stretch of sand not far from the famous speedway needed an elevated, yet relaxed option for those spending a few nights or a few months beachside. We had an opportunity to create what did not exist: a level of sophistication with a sense of authentic beach life.

OUTCOME

Sand Flat (still in production) invites travelers to get lost in beach culture of yesteryear and relax in an extended stay apartment that whisks you away during your stay. It sets the bar for a new, nuanced hospitality experience and opens the door to a new era of ocean-side living.