Experiential branding and visual storytelling
THE CHALLENGE
Integrate the disruptive and eclectic DNA of the nhow brand into the austere setting of Frankfurt’s financial district. The aim was to transform large architectural surfaces into a coherent visual communication system that used financial iconography as a narrative tool, dispelling corporate coldness without losing the sector’s sophistication.
THE STRATEGY
I developed an Environmental Graphic Design ecosystem that serves as a unifying thread throughout the guest experience. The project was carried out using an approach based on applied brand architecture:
1. Activation of Touchpoints: Transforming structural elements (lifts, corridors, communal areas) into communication assets that reinforce the brand narrative.
2. Scalable Visual Systems: Adapting complex graphics to unconventional surfaces, ensuring 100% technical integration with Rafael de La-Hoz’s interior design project.
3. Guest Journey-Oriented Design: Each element was designed to guide the user’s journey, transforming the physical space into a channel for organic content and brand visibility.
My proposal for the 650 guest rooms at the hotel is inspired by the concept that ‘the financial world is a big circus’. To translate this idea into a bold spatial branding solution, I designed a printed visual narrative that spans the walls and ceiling, where the iconic characters from banknotes come to life in a dynamic, circus-inspired scene.
THE MONEY CIRCUS: THE BRITISH POUND
DESIGN
IMPLEMENTATION
THE MONEY CIRCUS: THE DOLLAR
DESIGN
IMPLEMENTATION
THE MONEY CIRCUS: THE EURO
DESIGN
IMPLEMENTATION
VIP SUITES
My proposal for the Junior Rooms is an immersive visual branding experience that connects three large-format visual works printed on the headboard, the ceiling and the opposite wall. This integrated design transforms the entire room into a cohesive narrative environment, based on the concept of ‘The World Casino’. With this approach, I translated the complex theme of global debt into a graphic composition inspired by street art, turning the space into a bold visual narrative that invites guests to reflect whilst becoming fully immersed in the scene.
DESIGN
IMPLEMENTATION
VIP PENTHOUSE SUITES
My proposal for the Junior Rooms is an immersive visual branding experience that connects three large-format visual works printed on the headboard, the ceiling and the opposite wall. This integrated design transforms the entire room into a cohesive narrative environment, based on the concept of ‘The World Casino’. With this approach, I translated the complex theme of global debt into a graphic composition inspired by street art, turning the space into a bold visual narrative that invites guests to reflect whilst becoming fully immersed in the scene.
DESIGN
IMPLEMENTATION
