Multi-Sensory Branding for a Luxury Hotel
Alyani Fadzil
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
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
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.
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 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 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 Outcome
Since the IPTV launch, in-room dining orders increased which enable the hotel to make sales, especially during the restaurant lockdown closing period.
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 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.
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.
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.
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.
2021
