West Elm, a brand under the Williams-Sonoma umbrella, is launching its first hotel soon and the chain is reimagining ways to turn loyal shoppers into hotel guests—and vice versa. More than just providing temporary rooms for guests, West Elm hotel rooms will also double as showrooms for the company. A press release for the hotel states that guests can easily buy the items in the rooms from the hotel website. (No sales happen at the hotel itself.) It’s easy to speculate about product-specific rewards from the forthcoming hotels. For example, staying in a specific room can earn you special deals on all the furniture in that room. Currently, The Key offers a 3% Dollar Return for purchases. This can spill over to the spending on a hotel, where a five-day vacation can be a new dining set from Williams-Sonoma. West Elm VP for hospitality Peter Fowler told Bloomberg that hotel-related capsule collections will show up on the websites.