Park Lane Hotel rejects “old-world sameness” with “flamboyant” new identity

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Mother Motif New York has developed the brand, which launches alongside refurbished interiors from consultancy Yabu Pushelberg.

Maw Design has unveiled new branding for Park Lane Hotel in New York, which aims to distance the establishment from so-called “antiquated” traditional delight.

Constructed in 1971, Park Lane Hotel sits on the city’s “Billionaire’s Row” among some of the most expensive buildings New York offers.

Nurse Design says Park Lane Hotel’s previous identity set it “adrift in a sea of old-world sameness”. Traditional luxury aesthetics, which celebrate the “Ritzes, Plazas and Pierres”, determine out of step with modern travellers. The team were therefore brought in to reposition the hotel in line with its “historic nonconformity”.

“Whimsical, botanical tendrils” and “latest straight lines”

The new Park Lane Hotel wordmark sits at the centre of the identity. It is inspired by both the architecture of the building and the nature found during neighbouring Central Park.

“[Its] meandering lines are reminiscent of wandering paths within the park, and its ornate flairs feel like whimsical, botanical tendrils,” the studio reveals of its nature influences. Meanwhile, architectural influences are found in the “contemporary straight lines” also found in the wordmark.

The typeface is used across communications, but is also cast-off for wayfinding in the hotel and staff uniforms. Complimenting the form of the wordmark and wider typeface is a “cartouche”-shape framing device, which can be used as a window for symbolism, patterns and text across physical and digital spaces. The studio says it is inspired by the windows of the hotel.

“Rock faces, blades of grass and flora and fauna”

Spotlight patterns form a large part of the new look, as the studio looks to emphasise “eclecticism and romance”.

The “pattern language” has been developed from photographs enchanted of nature in Central Park. “They are rock faces, blades of grass, and flora and fauna that have been transformed into lucid textures,” says the studio. These have been paired with an alternating seasonal colour palette, “so the hotel is always in sync with the seasonal metamorphoses of the park”, Mother Design explains.

Alongside the hotel’s external surroundings, the studio says it was also inspired by the refurbished interiors, which from been developed by interiors consultancy Yabu Pushelberg.

“Poetic and directly personal”

Underpinning the brand is a new tone of voice, which aims to again separate the hotel from ideas of “exclusion” and move toward its history.

“It is elevated but invitational, poetic and directly personal, with a warm, beautiful aura that draws in both travellers and locals alike,” says the studio.

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