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The Art Series Hotel Group is an umbrella brand for a multitude of 5 and 4-star boutique art hotels. Each hotel is inspired by and dedicated to an Australian contemporary artist, with an individual hotel experience and brand to match.
With a multitude of brands and entry points to their online platform, the Art Series Hotel Group required a new innovative and visually engaging website – a streamlined web portal that could seamlessly lead customers across the different hotel offering, whilst showcasing their individual hotel brands and contents in much depth, always encouraging booking along the way. The site had to be in line with the brand, highly aesthetic, buzzing and engaging, with a focus on the art experience, and extremely user-friendly. Further, the new ASHG website needed to house all contents in CMS and SEO friendly format, be responsive, and quickly adaptable to facilitate the growth of the company.
As a long standing design partner to the Art Series Hotel Group, Toben was asked to design the new web site. We assisted UX and AI decisions, and designed the site's interface from layouts to responsive systems, global navigation and style guides. (Digital partner: Carter)
Our primary design objective was to create a system that could host the in-depth contents across a realm of six separate brands. As a visual concept, we opted for an editorial look and feel that elegantly embraced the numerous activities, activations, news and 'buzz' around the hotels in a clean contemporary format. Embracing the contents early on was important, to ensure that the Art Series Hotel Group brand could come to life through its ongoing media, activity and guest experiences more-so than through singular high-end photography. The reduced editorial aesthetic also created sufficient room for the individual hotel brands to shine through; including the individual artist's work in the footer area, and hotel specific typography that continues on from the artist's voice in the hotel experiences.
The overall layout was much driven by the most prominent functional requirements – the booking form. To ensure that it was permanently accessible without appearing intrusive, we opted for a fixed side panel to house the booking form as well as other changing primary in-page functions and key details.
The design of the menu was a true challenge in making the complex elegant and functional. The site is predominantly linked and navigated through rich contents links. However, to allow for an easy access to all levels of the group's offering, an additional navigation of three levels was needed: the hotel contents, access to other hotels and global group offerings. We designed a triple accordion navigation that structure a complex pathways in a clear way – non-intrusive, easy to understand, and intuitive to use without appearing overly complex.
"We’re really thrilled with the result and comments back from the wider community have been really positive.
Thanks all for you help and guidance over the last three months."