THE CHALLENGE
The strategic challenge was to conceptualise the visual identity of the NFT Skybar, located in the heart of Frankfurt’s financial district. The task was to translate the concept of the ‘future of money’ (based on decentralisation, digital assets and NFT culture) into a high-end hospitality setting. The visual narrative had to resonate with the city’s financial elite, offering a vision of luxury that was technological and disruptive, yet at the same time exclusive and sophisticated.
THE STRATEGY
I developed an immersive visual system that serves as a physical metaphor for the new digital economy. The strategy was built around three brand pillars:
1. Iconography of the Synthetic Economy: Creating a visual narrative based on the aesthetics of crypto assets, translating abstract concepts into textures and physical forms that immerse the client in an environment of ‘technological luxury’.
2. Local and Global Context: The design acts as a bridge between the understated atmosphere of the traditional financial district and the vibrant global digital culture. Colour contrasts and visual hierarchies were used to convey an image of cutting-edge design and constant innovation.
3. Identity as a Brand Experience (Spatial UX): The brand was not confined to a logo, but became the atmosphere of the venue. Every graphic element was designed to reinforce a sense of exclusivity and belonging to a pioneering community.
PRINTING ON A 30-METRE-LONG SURFACE
TOOLS & TECHNICAL IMPLEMENTATION
# Cinema 4D, Illustrator, Photoshop (Systemic Design): Creation of a coherent visual language suitable for large-scale applications, ensuring brand consistency across all surfaces.
# Hybrid Design Workflow: Using digital preview tools to ensure that the visual narrative retained its impact and clarity under the venue’s night-time lighting and reflections.
# Production Art Direction: Overseeing the production of digital assets on premium physical media, ensuring a flawless finish in line with the project’s luxury positioning.
