Four Seasons is a long-term client, and we are proud to be one of the few chosen guardians of a name that’s synonymous with luxury of another level. In that role, upholding brand values and maintaining consistency is paramount, of course. That said, it’s an important facet of the brand that each hotel has its own expression and that its design demonstrates sensitivity to its location.
Whenever a new hotel is launched, it piques the interest of global roamers like ourselves. And while they come expecting exceptional Four Seasons service and quality, they also seek an environment and atmosphere that speaks respectfully of the history and spirit of that country’s culture.
When the brand opened its doors in Korea’s capital, we were handed the creative reins to build an exciting identity that reflected the complex character of this vibrant city. Seoul is a place with a distinctly youthful, progressive flavour, popular with socialites, fashionistas and the international elite. But at the same time, there is a strong local audience and a deep respect for tradition. Taking this duality on board, the kernel of our creative inspiration came from the nearby statue of Sejong the Great, the king who invented the Korean alphabet. Understanding that the city is an international hub where countless languages are spoken, the monument sparked the idea to develop a graphic language in the form of abstract motifs in a Korean style. As well as producing all collateral for the hotel itself, we named and created identities for twelve restaurants and bars, built a sub-brand for the members’ club, and designed the pre-opening ad campaign and brochure.
Our partnership with the brand continued with the delivery of the identity for Four Seasons Hotel Abu Dhabi at Al Maryah Island and more recently for the properties (new-build and refurbishment launches) in Doha, Amman, Bangkok and Tokyo. Where next, we wonder?
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