Haymarket Brand identity by 25AH Design Studio

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DESIGN DETAILS
DESIGN NAME:
Haymarket

PRIMARY FUNCTION:
Brand identity

INSPIRATION:
We were inspired by the buildings strong history and by the 1920’s art deco movement. Our objective was to create an identity that felt natural at the same time as it was unexpected. We therefore created the concept "Greta Garbo meets Lady Gaga" which we used as our strategic tool when creating the brand identity and as well as all design unites.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Haymarket By Scandic is a luxury hotel located in Stockholm, Sweden. The building was previously home to PUB, a famous department store dating back to the early 20th century. Greta Garbo also used to work here before her fame. We created the brand identity for the hotel which is both timeless and modern. Luxurious materials is mixed with classic and contemporary typography. The identity is also incorporated in the interior; signage system, wallpapers, carpets, brass screen dividers etc.

OPERATION / FLOW / INTERACTION:
The overall brand identity creates a unique visitor experience. By creating a concept that is based on the buildings history, and the characters that has been working there (Greta Garbo, Paul U. Bergström) we have developed a brand with a strong and true story telling that takes the visitors on a journey between the past and the present.

PROJECT DURATION AND LOCATION:
The project was carried out in Stockholm between 2013 and 2016. The hotel opened on May 10th, 2016.

FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design

PRODUCTION / REALIZATION TECHNOLOGY:
Signage: Brass logotype on the building, brass room numbers, digital screens Interior: Customized wallpapers and carpets, customized brass screens Print materials: Folders and print matters with CMYK, Pantone and foil printing Packaging: Toiletries, paper packaging and plastic bottles with foil printing

SPECIFICATIONS / TECHNICAL PROPERTIES:
We have created over 200 different design unites in different sizes and materials, from carpets and wallpapers to signs and matches. The printed matter differs in size but is printed on uncoated paper. Books are created in magazine size, folders in several sizes. Signs are crafted in brass and copper.

TAGS:
Haymarket, Scandic, identity, 25AH, branding, hospitality, hotel, leisure, luxury, sweden

RESEARCH ABSTRACT:
When researching the buildings heritage we discovered that a lot of the interior design for the department store were re-designed during the art deco era (such as railings and staircases) and a feature that we wanted to enhance and bring into a contemporary setting. And once we discovered that Greta Garbo used to work in the department store (PUB) we felt that we had a strong and significant story to rely on for the development of the brand. The conceptual idea became 'Garbo meets Gaga' as we wanted to create a modern and contemporary take on the roaring twenties.

CHALLENGE:
As this was to be the first in line of signature hotels for hotel chain, Scandic our main obstacle was to convince the client to go all in on the branding experience and that we needed to develop brand new design for all entities of the communication to make the story and concept coherent.

ADDED DATE:
2017-09-27 12:06:41

TEAM MEMBERS (4) :
Jaqueline Jacoel, Creative Director , Janice Lenman, Project Manager , David Rinman, Designer and Linnea Andersson, Designer

IMAGE CREDITS:
All images by 25AH Design Studio AB/Scandic Hotels AB

Visit the following page to learn more: http://www.25ah.se/project/haymarket/
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Scandic Hotels

PROFILE:
Scandic is the largest Nordic hotel operator with a network of 230 hotels with 45,000 rooms in seven countries. Scandic was founded in 1963 and since then, they have been a pioneer, driving development within the hotel industry. They operate in the mid-market segment under our industry-leading brand, Scandic. Approximately 70 percent of the revenue comes from business travel and conferences, and the remaining 30 percent from leisure travel. They have a high rate of returning guests and Scandic Friends is the largest loyalty program in the Nordic hotel industry with 2 million members. The average number of employees was 9,469 as of June 30, 2017. Scandic is a pioneer within CSR and the majority of our hotels are certified according to the Nordic Ecolabel’s new requirements.

NOMINATION DETAILS

Haymarket Brand Identity by 25ah Design Studio is a Nominee in Graphics and Visual Communication Design Category.

· This project is currently confidential as results have not been announced yet. Images and further details of the project is not available for public yet, please check back later. If you are the owner of this design, please login to view the images.

· The profile and other works by 25AH Design Studio is also kept secret. This information will also be available later.
AWARD DETAILS

Haymarket Brand Identity by 25ah Design Studio is Winner in Graphics and Visual Communication Design Category, 2017 - 2018.



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