Armourcoat’s new modular decorative panel system, ArmourFX, has been specified as a welcome wall backdrop as part of the ‘Your First Impression’ brand program for Comfort Inn and Comfort Suites.

The Choice Hotels International brand program takes the hotel guest's first impression to a new level, including a new signature front desk experience at each of the 2,000 domestic franchised Comfort locations. The front desk will feature a redesigned welcome wall incorporating a reception desk with a stone panel with soft integrated lighting.

“The new welcome wall is a great addition to the Comfort Inn and Comfort Suites’ ‘Your First Impression’ program,” says Christina Williamson, Senior Director & Head of Domestic Brand Management for Comfort Inn of Choice Hotels International. “It gives travelers a warm feeling of comfort and really sets the tone for their stay.”


Armourcoat, working closely with the design team at Choice Hotels International, developed a custom-made panel using specialist textured plaster techniques to emulate natural travertine stone. A raised brand logo and welcoming candle lighting complete the effect.

As part of the “Your First Impression” program, the welcome walls will be introduced next year, working within the brand family's overarching strategy to refresh and redefine. The full enhancement program is scheduled to be complete by 2015.

ArmourFX, evolved from Armourcoat’s renowned range of applied seamless plaster wall finishes, can be used to create highly original integrated custom wall panel systems, signage or design statement single artwork pieces. Armourcoat is pleased to be part of the Choice Hotels International Qualified Vendor Program.

“Our team of specialist designers and artisan plasterers based in Las Vegas work with specifiers to create integrated custom wall panel systems or design statement single artwork pieces,” said Daniel Nevitt, chief marketing officer with Armourcoat. “Whether looking for a sculptured 3-D form, or a creative stencil technique to overlay exquisite hand-applied Venetian plaster, ArmourFX can provide a unique—but competitively priced—solution.”