Global concept design for a new hotel chain model focused on a millennial target. From the creation of the brand identity to the interior design.
Client:GIS Trade Center
Sector:Hospitality & Leisure
Global design concept Hotel FIVE
The main objective of this global design concept project was to shape the brand of a new hotel chain aimed at a millennial target, which perfectly represents elements of urban life, with values of sustainability, modernity and youth.
Our challenge was to create a global design concept, in which all the elements, smells, colors and materials were an intrinsic part of the brand, which should permeate every corner of its hotels.
The name of the hotel chain created highlights the number 5: 5 senses, 5 continents.
In Up To You Studio we created a corporate application manual, in which all aspects related to brand identity were explained and very well defined: the corporate image, its various applications and the concept of interior design, in which color palettes, materials, furniture, lighting, decoration, and signage were defined. In short, brand architecture applied to all graphic and spatial materials.
We finalized the global design concept project for the Five Hotel, with the delivery of the brand identity applied to the workers’ uniforms and other important details such as amenities, fragrances or the musical thread, custom designed for Hotel Five in each location.
In this project, graphic design and interior design merge: white and black, identifying the corporate image, are combined with blue or green tones and are applied to all elements related to brand identity, graphics or space.
Blue and turquoise, or green, bring freshness and youth to a very clean palette that starts from the directionality of the black and white lines.
Decoration inspired by elements and graphics of the area were also proposed: posters, wallpapers and graffiti by local artists.
For interior design, original elements and materials of the environment and architecture such as cornices, ornaments, floor and wall tiles, were designed to enhance the origin of the place in pursuit of a globalized world that knows how to preserve and value the local market.