When veteran real estate developer ABC New York approached us to create the identity for its first hotel we had a few questions. Who will stay here? Why are they coming? What’s happening in Bushwick that will bring them here?
We partnered with a local artist to create the one-of-a-kind hand-illustrated brand identity.
Initially designed as a business hotel, capitalizing on its proximity to transportation and Manhattan, we challenged our client’s strategy completely. To better appeal to the travelers we felt would venture into the emerging neighborhood of Bushwick, we positioned the hotel to almost shun its borough big brother and focus on what was happening in Brooklyn instead.
With a simple name, Bklyn House, we concepted a hotel that could be a showcase for the very best that Brooklyn had to offer. For Bushwick, specifically, with its surrounding street art and galleries, this meant a commitment to the arts. To create the look and feel we wanted, we enlisted a local artist to create the one-of-a-kind hand-illustrated brand identity and surrounding graphic elements.
We also created several opportunities within the brand for activation through interior design and operations: murals in the hallways, rotating gallery space, and merchandising of local products to name a few.