The hotel is situated in the heart of downtown Oakland and caters mainly to business guests attending conferences or trade exhibitions. Tourists who attend art events also frequent the hotel as well.

Oakland is known for its street art and the government often hosts art events, making the city feel like an art museum. The hotel aims to be a part of this art museum and is inspired by the Art Laboratory, which combines the idea of Oakland's street art with an innovative laboratory concept. The hotel's dynamic and bold atmosphere encourages guests to explore every nook and cranny. The Art Laboratory features a neutral background with a bold element that pops up. Pure color schemes and technical elements, such as interactive art installations, reference the laboratory.