Freebird Motor Lodge, an 84-room boutique motel in West Yarmouth, MA, reopened over the July 4th weekend in 2023 after closing for construction in the Fall of 2022. The design intention was to transform a 50,000-square-foot roadside motel into a curated boutique experience through thoughtful design, witty branding, and inspired amenity spaces.

Celebrating those with a rebel heart and restless spirit, the property pays tribute to Lynyrd Skynyrd’s iconic song, “Free Bird.” The aim was to evoke vintage details and classic nostalgia while providing a modern, playful guest experience.

The project had its challenges. Our design goal was to offer a cohesive and curated experience in all areas, from the pool and cabanas to the guestrooms, without altering the motel's existing footprint. Inspired by a vintage Surfside beach hotel, the guest rooms emulate an elevated camper van with boutique hotel conveniences. Nostalgic features like built-in benches, multifunctional hospitality TV units, and built-in closets create niches reminiscent of camper interiors. From branding to interiors, the playful color palette and classic patterns nod to the past. Playful details like passport and concert ticket key cards, custom “Fillmore Auditorium” inspired artwork, and classic rock echoing throughout the property immerse guests in 1970s culture.

Creating “memory points” to enhance the guest experience was central to our design. We maximized limited space with photo-worthy amenities like custom cabanas and sunbeds, charging stations, beverage and towel service, a hot tub with a graphic pattern, and a mural featuring “Free Bird” song lyrics to symbolize support and unity. The curated gift shop offers branded swag, and complimentary vintage bikes add to the charm. Intentional landscaping creates semi-private areas for outdoor activities, including fire pits, custom corn hole courts, and pergolas for post-pool lounging.

Freebird Motor Lodge exemplifies what a creative team with a shared vision can achieve—a cohesive and immersive brand experience that inspires guests to drift, wonder, and dream.