While leading a tour of the 175-room Canopy by Hilton Washington D.C. the Wharf in March, representatives of the brand couldn't help but take a jab at one of Hilton's most established and haughtier badges.

"These are proprietary Canopy mattresses," the representatives said of the brand's Serta beds. "They're more comfortable than the ones at Waldorf hotels."

Upstart, proud and with a touch of urban edge. That's the attitude Hilton is going for with its upper-upscale lifestyle brand. Canopy made its global debut in Reykjavik in 2016, but the D.C. property, Canopy's first in the U.S., didn't open until last October.

With its splashy orange logo, Canopy appears to be eyeing a younger-at-heart guest than its flagship Hilton brand attracts, while offering enough flexibility for owners and franchisers to shoehorn them into tighter city quarters.

For a guest at the Canopy at the Wharf, this means an unconventional approach with a local emphasis. A wooden "welcome table" replaces the traditional front desk, enabling workers -- "enthusiasts" in Canopy parlance -- to come out from behind the table to give guests their room keys, point out the view of Washington Channel and the Potomac River or offer local tips.