hotel branding

Luxury hospitality brands are breaking out of their shells, creating more alluring and unique hotels that have a story to tell.  These new “story trendsetters” are popping up around the globe.

In Edinburgh, Scotland, Rezidor Hotel Group has teamed up with famous Italian designer Missoni.  The interior of the new hotel will be clad in iconic Missoni designs – blacks, grays, and whites with splashes of bright colors in geometric prints.  Yet within this Missoni universe, reflections of Scotland’s heritage and environment are prevalent, such as Mackintosh’s Ladderback Chairs.  In essence, this hotel design brings a whole new concept of “Little Italy” to Scotland. Visit Hotel Missoni’s site to learn more: Hotel Missoni

The winds are blowing in south Florida with the unveiling of W Fort Lauderdale. Clodagh Designs used a vernacular style when designing the hotel’s two towers that soar over the oceanfront by mimicking the shape of a sailboat. Waves, seas, and sand became the inspiration for color and design. Clodagh was quoted saying, “When I walk into a hotel space, I want all senses to be enlivened.” More than enlivened, the design of the space will resonate with guests as fresh and innovative, promoting return visits. Visit W Hotels for more information: Starwood Hotels / W Hotel

Another unique hotel design is being hatched in Moscow with a contemporary Faberge egg inspired Mandarin Oriental Hotel.  Also unique to the Mandarin Oriental is the upside-down effect, where guests will check in at the top level, giving spectacular views of the Kremlin and Red Square below. Planned to open in 2011, the hotel will be more than memorable for all guests who stay.  Find out more about HOK’s design for the hotel at: World Architecture News.

The idea surrounding these designs and branding concepts is to create a “lifestyle brand” that increases customer and brand loyalty. Each of these hotels’ designs has aspects that appeal to the five senses, thus using Emotional Branding as an advantage over its competitors. In today’s oversaturated marketplace, creating a memorable customer experience is crucial to longevity. Emotional Branding creates this memorable experience by going beyond a simple theme for the brand and actually using tangible elements of the inspiration within the brand designs. Together Emotional Branding and a unique concept can create a “lifestyle brand” for the modern consumer. They will be able to relate their lifestyle experiences to this specific brand, and therefore chose that brand more frequently.