Multi-Sensory Branding for a Luxury Hotel
Alyani Fadzil
Hotel Stationery
Overview
During the height of the pandemic, I was part of the pioneer team for the Arte by Thomas Chan hotel launch in Mont Kiara. Being the only in-house designer, I designed everything from the hotel tour story, guest key card, website, IPTV, social media graphics, menus, signages, to the ceiling wallpaper and art directed the marketing campaigns photoshoot.
From the enlightening Renaissance lobby to the dramatically dark Baroque bar & fanciful flamboyant Rococo dining & lounge, a story I’ve curated for this glorious hotel can be heard every time a tour was given to any guests who come wandering.
Romantic / Classical / Drama / Opulence
HOTEL STATIONERY
Hotel Access Key Card
The Process
The serif and calligraphy fonts set the classical sophisticated tone of the whole branding collateral. The logo was expanded to resemble a vintage key on the business card and access card. As the hotel revered itself as an art gallery, the guest envelope and personalized note card are graced by the exotic floral oil painting by Dutch painter, Jan van Huysum. Classical ornamental patterns in gold embellished the glossy door sign and access card cover. The velvety soft touch matte paper texture and gold stamping print effect were chosen to exude luxury at its finest.
The Outcome
Many guests were so impressed by the stationeries that they brought them back home as souvenirs.
WEBSITE
Instagram, website & IPTV
The hotel's wallpaper was cropped into layers to create the parallax effect
The Process
With the storytelling website concept in mind, the hotel's wallpaper was brought to life through the playful depth of field and jazz music. Like a storybook, a manicule moves horizontally as a guide through the journey where each space is revealed. The spaces evoke distinctive moods and are sprinkled with diamonds that make a sound as a description of an ornament appears when guests hover over it. A rosette motif shakes and rings like a hotel counter desk bell from time to time to remind guests to book a room.
artebythomaschan.com
The Outcome
Since the website launch, conversion rates have more than doubled, the quality of leads overall is more targeted and ready to book.
IPTV (HOTEL TV)
The outdated template from IPTV developer and my research on the best TV design guidelines
The Challenge
Pandemic-imposed lockdown measures worldwide in 2020 and 2021 meant traveling became restricted and only necessary trips were advised. This gravely impacted the hospitality sector across the globe as the number of guests that were able to travel for work or vacation dramatically decreased and then ground to a halt. Hence, greater levels of personalization in guest-facing technology applications, such as IPTV is an essential tool to attract guests. Unfortunately, the choices of user interface design templates presented by the developer were generic and outdated.
The Arte Hotel IPTV homepage design
The Solution & Process
Based on my research on best TV design guidelines, I designed the Arte IPTV from the ground up to be user-friendly and in line with the Arte branding without using the existing templates and directed the developer to build the IPTV based on the design created.
The user interface of entertainment and facilities
The user interface of in-room dining selection
The Outcome
Since the IPTV launch, in-room dining orders increased which enable the hotel to make sales, especially during the restaurant lockdown closing period.
In-room dining orders
IPTV homepage with jazz music greets the guests upon arrival
MENU
Royal Menu
The Challenge & Solution
As a newly launched hotel, the menu was in a constant experimentation phase. Hence, I designed the menus to have a cohesive cover look with a separate inner which can be changed whenever a menu needs an update.
The bar menu design and the Greek god sculpture behind a cocktail with a smoky burnt cigar photoshoot
embody the masculine gentleman in his dark baroque man cave
The Bar Menu captures the spirit of the brooding gentleman enjoying a late-night drink at the intricately hand-crafted grand ornamental wall-to-ceiling and dramatically dark ambiance of the Baroque bar.
Baroque Bar Menu
The breakfast menu, cocktail photoshoot and the flapper woman bring back the glamorous golden age of jazz style
With its gold frames and geometric patterned mirror and tiles alluding to the Roaring 20s, the Glam room interior design was imbued into the Breakfast Menu to get guests in the mood for a decadent breakfast.
Art Deco Breakfast Menu
The high tea menu design, flower power cocktail photoshoot and the woman in a floral dress drinking tea in Felicia's lounge personifies Marie Antoinette’s beauty and spirit in her private garden, Le Petit Trianon Chateau
The High Tea Menu was embellished with Marie Antoinette's essence to compliment the elegance of the lady who enjoys afternoon tea with her friends whilst satisfying her sweet-tooth cravings.
Rococo High Tea Menu
Her signature style bears heavy when pointing out to guests the countless art pieces. From the obvious wallpapers to the finest details of the lining on our key card holders, they all speak volumes of her creativity. Her ability to multi-task while adapting to last minute changes is nothing short of remarkable, as proven time & again in the many successful projects of hers. All of which still resonates strongly in the very walls of this place. A rare gem of a designer, she would be a great asset to any employer.
Adrian Matthew Yee
Front Office Team Leader at Arte by Thomas Chan
I am honored to be on the Wall of Honor for my contribution to the design and opening of the hotel. If you get to visit the hotel, you might see a familiar face on the gallery wall next to the kitchen & bar.
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Posted Dec 2, 2022
From the enlightening Renaissance lobby to the dramatically dark Baroque bar & fanciful flamboyant Rococo dining & lounge, a story I’ve curated for this hotel.
