The Art Series Hotel Group is an umbrella brand for a multitude of 5-star hotels that each are inspired by and dedicated to an Australian contemporary artist. Toben was asked to brand its new 4-star hotel offering that would sit alongside the Art Series Hotel Group's 5-star hotels.
The new hotels had to appeal to a different market with a more accessible, younger, contemporary feel. They were to be clearly distinguishable from the elegant gallery-like 5-star hotels, still evolve around a different Australian artist each, but also share a distinct common brand that was strongly recognizable across the new hotels.
In collaboration with the Art Series Hotel Group, the 'Studio' name, brand tier solution and artist studio concept was developed. Toben then went on to develop a universal branding system for the 'Studio' brand with joint brand assets, that would leave sufficient room to celebrate the individual artist at the heart of every hotel.
The underlying brand narrative and experience is that of the artist studio – with a focus on the process more-so than the elegant presentation. Rather than creating a 'gallery feel' around the art, the 'Studio' hotels create an inclusive experience – a space filled with art and ideas that encourage and inspire; a space where the process and the journey is equally important to the outcome.
All of the 'Studio' hotels share the brand essence of 'Stay Inspired'. As well as a set of visual elements that tie in with the studio proposition – from a custom handwritten font and typography, to a set of paper edges, marks and doodles that frame the art in an informal way, reminiscent of a sketch book or work bench. On this basis of the common studio narrative, each hotel is led by an individual artist's to shape a unique experience – through the individual artist's work, matching key colour and colour palette, naming, artist's story and quotes.
The visual brand concept is holistically expressed throughout the hotel experience – informing interior and spatial graphics as well as hotel touch points – as well as throughout the marketing solutions.
The Larwill Studio ranked #1 of 172 hotels in Melbourne on TripAdvisor within 16 weeks of opening and for 5 consecutive month. Some of the great feedback on TripAdvisor included:
“A great place to stay…The Artwork and Design make it something special” (22 Sept 2014)
“I've stayed at Art Series Hotels before, so my expectations were naturally high, and this one managed to exceed them!… It is the little things here that set this Hotel apart from the rest….Another cute touch was that instead of a guide book to the hotel they have a pin board with bulldog clips holding bits and pieces of information.” (Oct 2014)
“A superb place to stay, celebrating art, design and creativity. This is a breath of fresh air in the hotel industry.” (Nov 2014)