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CROWN METROPOL

HOSPITALITY & LEISURE

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HOTEL SIGNAGE & WAYFINDING

BRAND STRATEGY, BRAND NOMENCLATURE, BRAND IDENTITY and SUB-BRANDS, CAMPAIGN ART DIRECTION, ASPIRATIONAL BRIEF and BRAND EXTENSION , WAYFINDING STRATEGY and SCHEDULE, WAYFINDING SIGNAGE SYSTEMS , BUILDING IDENTIFICATION, SIGNAGE GUIDELINES, COST PLANNING and PROTOTYPING, TENDER and CONSTRUCTION ADMINISTRATION

In 2010, Melbourne’s Crown Entertainment Complex opened its third luxury hotel and the largest in Australia at the time; the world-class Crown Metropol. Designed and appointed by architects Bates Smart as contemporary, sophisticated and luxurious, this new hotel is geared toward the leisure and business traveler seeking an ‘urban retreat’. Crown entrusted us to develop a full brand strategy including naming, identity and comprehensive collateral and wayfinding system for their new property including ‘28’, a sophisticated penthouse club lounge, and a hotel spa ‘ISIKA’.

We crafted a wayfinding and signage system to converge seamlessly with the sleek luxuriousness of the architecture and interiors. Curvilinear forms and optical oscillations matched with complimentary materiality helped to further define the spaces as modern, dynamic and intimate.

Architecture and interior design: Bates Smart