{"id":1070,"date":"2025-05-03T13:07:48","date_gmt":"2025-05-03T11:07:48","guid":{"rendered":"https:\/\/www.davidzuker.com\/design\/?post_type=portfolio&p=1070"},"modified":"2026-07-28T11:02:45","modified_gmt":"2026-07-28T09:02:45","slug":"experiential-visual-systems","status":"publish","type":"portfolio","link":"https:\/\/www.davidzuker.com\/designer\/portfolio\/experiential-visual-systems\/","title":{"rendered":"NHOW HOTELS: Experiential Branding"},"content":{"rendered":"
[vc_row content_placement=”middle” thb_divider_position=”bottom”][vc_column][vc_column_text css=”” animation=”animation bottom-to-top”]\n

In the age of experiences, graphic design has become a strategic tool that transforms spaces into distinctive brand environments. The wallpapers I have designed for international hotels combine storytelling, brand identity and environmental graphics to enrich the guest experience and strengthen each property’s visual character.<\/h3>\n

Rather than simply decorating walls, each design forms part of a cohesive visual system that integrates with the architecture and interior design, guiding the visitor experience and creating emotional connections with the brand.<\/h3>\n

The projects presented here demonstrate how graphic design can turn physical environments into memorable brand experiences, adding value not only to hospitality but also to offices, retail and other commercial spaces.<\/h3>\n[\/vc_column_text][vc_column_text css=”” animation=”animation bottom-to-top”][vc_row thb_divider_position=”bottom”][vc_column][vc_column_text css=””]\n

The city\u2019s DNA as a brand driver<\/strong><\/h2>\n

This series of projects for the hospitality sector stems from a shared strategic challenge: how can a contemporary and disruptive design brand integrate organically into cities with such a strong historical and cultural identity? The solution was Visual Transcreation, a process in which the hotel\u2019s modernity acts as the canvas and the city\u2019s local heritage (Granada, Milan, Frankfurt) provides the narrative and character.<\/h3>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row thb_full_width=”true” thb_divider_position=”bottom” css=”.vc_custom_1785229004467{padding-top: 10vh !important;background-color: #FA6608 !important;}” el_class=”align-center”][vc_column][vc_row_inner][vc_column_inner][vc_column_text css=”” animation=”animation bottom-to-top”]\n

NHOW MILANO\u00a0<\/strong><\/span><\/h1>\n

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The Pulse of Design and Fashion<\/span><\/h2>\n

The challenge was to compete in the world’s fashion capital with a creative proposal sophisticated enough for Milan while staying true to Nhow disruptive brand spirit.<\/span><\/h4>\n

The design incorporates a visual language inspired by industrial elegance and Italian avant-garde aesthetics. Bubble-wrap textures create the illusion of a translucent layer floating over the graphics, transforming the space into an environment that feels like an extension of both the runway and the design studio.<\/span><\/h4>\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row thb_full_width=”true” thb_divider_position=”bottom” css=”.vc_custom_1778598290176{padding-top: 10vh !important;padding-bottom: 10vh !important;background-color: #FA6608 !important;}” el_class=”align-center”][vc_column width=”1\/2″][vc_single_image image=”5018″ img_size=”full” alignment=”center” style=”vc_box_outline” border_color=”white” css=”.vc_custom_1785229363636{margin-bottom: 0px !important;}”][vc_single_image image=”4053″ img_size=”full” alignment=”center” css=”.vc_custom_1778599027772{margin-bottom: 0px !important;}”][\/vc_column][vc_column width=”1\/2″][vc_single_image image=”5016″ img_size=”full” alignment=”center” css=”.vc_custom_1785227418252{margin-bottom: 0px !important;}”][vc_single_image image=”5017″ img_size=”full” alignment=”center” css=”.vc_custom_1785227432680{margin-bottom: 0px !important;}”][\/vc_column][\/vc_row][vc_row thb_full_width=”true” full_height=”yes” thb_divider_position=”bottom” css=”.vc_custom_1781698304526{background-color: #FA6608 !important;}” min_height=”1000″][vc_column][vc_row_inner][vc_column_inner width=”1\/6″][\/vc_column_inner][vc_column_inner width=”2\/3″][vc_column_text css=””]\n

Enigmatic model<\/span><\/h2>\n

This piece portrays the silhouette of a runway model mid\u2011stride, wrapped in shadow and mystery. The figure evokes an introspective atmosphere, inviting viewers to interpret the scene through their own perspective.<\/span><\/h4>\n

The surface finish, precisely replicating the texture of bubble wrap, creates a tension between elegance and materiality \u2014 contrasting the sophistication of fashion with the everyday nature of its medium.<\/span>
\nThe result is a work that blends subtlety, irony, and visual sensuality.<\/span><\/h4>\n[\/vc_column_text][\/vc_column_inner][vc_column_inner width=”1\/6″][\/vc_column_inner][\/vc_row_inner][vc_single_image image=”1312″ img_size=”full” alignment=”center” css=”.vc_custom_1778598661768{border-color: #FFFFFF !important;}”][vc_single_image image=”1310″ img_size=”full” alignment=”center” css=””][\/vc_column][\/vc_row][vc_row thb_full_width=”true” content_placement=”top” thb_divider_position=”top” css=”.vc_custom_1778598335456{background-color: #FA6608 !important;}”][vc_column width=”1\/2″][vc_single_image image=”1307″ img_size=”full” alignment=”right” css=””][\/vc_column][vc_column width=”1\/2″][vc_single_image image=”1308″ img_size=”full” css=””][\/vc_column][\/vc_row][vc_row thb_divider_position=”bottom” css=”.vc_custom_1778598341455{background-color: #FA6608 !important;}”][vc_column][vc_single_image image=”1309″ img_size=”full” alignment=”center” css=””][\/vc_column][\/vc_row][vc_row thb_divider_position=”bottom” css=”.vc_custom_1778766915772{background-color: #FA6608 !important;}”][vc_column width=”1\/4″][\/vc_column][vc_column width=”1\/2″][vc_empty_space height=”20px”][vc_column_text css=”” animation=”animation bottom-to-top”]\n

The visual codes of Italian fashion<\/span><\/strong><\/h2>\n

THE CHALLENGE<\/span><\/strong><\/h4>\n

To compete in the world capital of design with a concept that embodies Milan\u2019s sophistication whilst adding the irreverent spirit of the nhow brand.<\/span><\/strong><\/h4>\n

LA SOLUCI\u00d3N<\/span><\/strong><\/h4>\n

The implementation of a visual language inspired by the iconoclastic elegance of Italian fashion and its patterns. The \u2018Bold\u2019 style \u2013 almost brutalist \u2013 combined with Pop Art aesthetics, creates a visual identity that balances strength, sophistication and visual impact.<\/span><\/strong><\/h4>\n[\/vc_column_text][\/vc_column][vc_column width=”1\/4″][\/vc_column][\/vc_row][vc_row content_placement=”middle” thb_divider_position=”bottom” css=”.vc_custom_1778766906151{background-color: #FA6608 !important;}”][vc_column width=”1\/3″][vc_single_image image=”1073″ img_size=”medium” alignment=”right” style=”vc_box_outline” border_color=”black” css=””][\/vc_column][vc_column width=”1\/3″][vc_single_image image=”1079″ img_size=”medium” alignment=”center” style=”vc_box_outline” border_color=”black” css=””][\/vc_column][vc_column width=”1\/3″][vc_single_image image=”1080″ img_size=”medium” style=”vc_box_outline” border_color=”black” css=””][\/vc_column][\/vc_row][vc_row thb_full_width=”true” thb_row_padding=”true” thb_column_padding=”true” thb_divider_position=”bottom” css=”.vc_custom_1778766924599{padding-bottom: 30px !important;background-color: #FA6608 !important;}”][vc_column][vc_column_text css=”.vc_custom_1779293768846{margin-bottom: 0px !important;}”]\n

PATTERNS USED AS A VISUAL IDENTITY<\/strong><\/span><\/h1>\n

PRINTED AND INSTALLED IN VARIOUS LOCATIONS<\/strong><\/span><\/h2>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row thb_full_width=”true” content_placement=”top” thb_divider_position=”top” css=”.vc_custom_1778766932708{background-color: #FA6608 !important;}”][vc_column width=”1\/2″][vc_single_image image=”1046″ img_size=”full” alignment=”right” css=””][\/vc_column][vc_column width=”1\/2″][vc_single_image image=”1047″ img_size=”full” css=””][\/vc_column][\/vc_row][vc_row thb_divider_position=”bottom” css=”.vc_custom_1778766941770{background-color: #FA6608 !important;}”][vc_column][vc_single_image image=”1133″ img_size=”full” alignment=”center” css=””][\/vc_column][\/vc_row][vc_row thb_full_width=”true” thb_divider_position=”bottom” css=”.vc_custom_1778765534171{padding-top: 10vh !important;background-color: #6D3EB6 !important;}” el_class=”align-center”][vc_column width=”1\/2″][vc_column_text css=”” animation=”animation bottom-to-top”]\n

NHOW BRUSSELS BLOOM<\/strong><\/span><\/h1>\n

<\/h2>\n[\/vc_column_text][vc_column_text css=”” animation=”animation bottom-to-top”]\n

The Architecture of Colour<\/span><\/h2>\n

THE CHALLENGE<\/span><\/h4>\n

To infuse the concept of an \u2018artist\u2019s studio\u2019 into the hotel\u2019s 305 rooms and suites, creating an atmosphere of creative chaos that is, at the same time, a coherent and professional brand experience.<\/strong><\/span><\/h4>\n

LA SOLUCI\u00d3N<\/span><\/h4>\n

A visual narrative based on the deconstruction of visual communication. Using the primary colour palette (cyan, magenta, yellow) alongside nhow\u2019s signature purple, I designed a system of environmental graphics that emulate \u201cblots\u201d and dynamic strokes. This Visual Ecosystem transforms every room into an immersive studio where colour is not merely decorative, but acts as the thread running through the guest experience, balancing expressive energy with the discipline of corporate identity.<\/strong><\/span><\/h4>\n[\/vc_column_text][\/vc_column][vc_column width=”1\/2″][vc_row_inner][vc_column_inner][vc_single_image image=”1141″ img_size=”full” alignment=”right” css=””][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row thb_full_width=”true” thb_row_padding=”true” thb_column_padding=”true” thb_divider_position=”bottom” css=”.vc_custom_1778765550397{padding-top: 50px !important;padding-bottom: 30px !important;background-color: #6D3EB6 !important;}”][vc_column][vc_column_text css=”.vc_custom_1779293895656{margin-bottom: 0px !important;}”]\n

PATTERNS USED AS A VISUAL IDENTITY<\/strong><\/span><\/h1>\n

PRINTED AND INSTALLED IN VARIOUS LOCATIONS<\/span><\/h2>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row thb_full_width=”true” content_placement=”top” thb_divider_position=”top” css=”.vc_custom_1778765556637{background-color: #6D3EB6 !important;}”][vc_column width=”1\/2″][vc_single_image image=”1143″ img_size=”full” alignment=”right” css=””][\/vc_column][vc_column width=”1\/2″][vc_single_image image=”1144″ img_size=”full” css=””][\/vc_column][\/vc_row][vc_row thb_full_width=”true” content_placement=”top” thb_divider_position=”top” css=”.vc_custom_1778765561948{background-color: #6D3EB6 !important;}”][vc_column width=”1\/2″][vc_single_image image=”1150″ img_size=”full” alignment=”right” css=””][\/vc_column][vc_column width=”1\/2″][vc_single_image image=”1146″ img_size=”full” css=””][\/vc_column][\/vc_row][vc_row thb_full_width=”true” thb_divider_position=”bottom” css=”.vc_custom_1778674957023{padding-top: 10vh !important;background-color: #E3D9C6 !important;}” el_class=”align-center”][vc_column width=”1\/2″][vc_column_text css=”” animation=”animation bottom-to-top”]\n

NHOW ROMA\u00a0<\/strong>
\n<\/strong><\/h1>\n

<\/h2>\n[\/vc_column_text][vc_column_text css=”” animation=”animation bottom-to-top”]\n

A modernised Heritage identity<\/h2>\n

THE CHALLENGE<\/h4>\n

Capturing the essence of the \u2018Eternal City\u2019 without resorting to tourist clich\u00e9s, transforming its identity through nhow\u2019s disruptive spirit.<\/strong><\/h4>\n

THE STRATEGY<\/h4>\n

Under the concept \u2018Layers of History\u2019, I developed an integrated narrative ecosystem spanning 260 luxury suites and spaces. The experiential and strategic visual storytelling, designed to transform the guest experience, connects the identity of the city of Rome and the different periods of its history with the DNA of the Nhow brand.<\/strong><\/h4>\n[\/vc_column_text][\/vc_column][vc_column width=”1\/2″][vc_single_image image=”4104″ img_size=”full” alignment=”center” css=””][\/vc_column][\/vc_row][vc_row content_placement=”middle” thb_divider_position=”bottom” css=”.vc_custom_1778838811130{padding-top: 0px !important;background-color: #E3D9C6 !important;}”][vc_column width=”1\/3″][vc_single_image image=”4232″ img_size=”full” alignment=”right” css=”.vc_custom_1778838892874{margin-bottom: 0px !important;}”][\/vc_column][vc_column width=”1\/3″][vc_single_image image=”4233″ img_size=”full” alignment=”center” css=”.vc_custom_1778838908304{margin-bottom: 0px !important;}”][\/vc_column][vc_column width=”1\/3″][vc_single_image image=”4234″ img_size=”full” css=”.vc_custom_1778838918864{margin-bottom: 0px !important;}”][\/vc_column][\/vc_row][vc_row thb_full_width=”true” thb_row_padding=”true” thb_column_padding=”true” thb_divider_position=”bottom” css=”.vc_custom_1778675174311{padding-top: 0px !important;padding-bottom: 20px !important;background-color: #E3D9C6 !important;}”][vc_column][vc_column_text css=”.vc_custom_1779293975937{margin-bottom: 0px !important;}”]\n

PRINTED DESIGN IN CONTEXT<\/strong><\/h1>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row thb_full_width=”true” content_placement=”top” thb_divider_position=”top” css=”.vc_custom_1778674986692{background-color: #E3D9C6 !important;}”][vc_column width=”1\/2″][vc_single_image image=”1325″ img_size=”full” alignment=”center” css=””][vc_single_image image=”1329″ img_size=”full” alignment=”center” css=””][vc_single_image image=”1330″ img_size=”full” alignment=”center” css=””][\/vc_column][vc_column width=”1\/2″][vc_single_image image=”1326″ img_size=”full” alignment=”center” css=””][vc_single_image image=”1324″ img_size=”full” alignment=”center” css=””][vc_single_image image=”1342″ img_size=”full” alignment=”center” css=””][\/vc_column][\/vc_row][vc_row thb_full_width=”true” thb_divider_position=”bottom” css=”.vc_custom_1779294433221{background-color: #E3D9C6 !important;}” el_class=”align-center”][vc_column width=”1\/6″][\/vc_column][vc_column width=”2\/3″][vc_column_text css=”” animation=”animation bottom-to-top”]\n

Immersive visual systems<\/h2>\n

THE CHALLENGE<\/h4>\n

Capturing the essence of the \u2018Eternal City\u2019 without resorting to clich\u00e9s, blending its classical heritage with nhow\u2019s industrial avant-garde.<\/strong><\/h4>\n

THE STRATEGY<\/h4>\n

I developed a visual narrative based on graphic archaeology. I designed three sets of Experiential Visual Systems (Wallpapers) that play with the superimposition of layers. Through deliberate \u2018graphic breaks\u2019, the design simulates torn layers that reveal fragments of ancient Roman art hidden behind repetitive classical patterns. This approach creates a dynamic dialogue between history and contemporary design, inviting a process of constant discovery.<\/strong><\/h4>\n[\/vc_column_text][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][vc_row thb_full_width=”true” content_placement=”top” thb_divider_position=”top” css=”.vc_custom_1778768436763{background-color: #E3D9C6 !important;}”][vc_column][vc_empty_space height=”40px”][vc_single_image image=”1164″ img_size=”full” alignment=”center” style=”vc_box_outline” border_color=”white” css=””][vc_single_image image=”1165″ img_size=”full” alignment=”center” style=”vc_box_outline” border_color=”white” css=””][vc_single_image image=”1166″ img_size=”full” alignment=”center” style=”vc_box_outline” border_color=”white” css=””][\/vc_column][\/vc_row][vc_row thb_full_width=”true” thb_row_padding=”true” thb_column_padding=”true” thb_divider_position=”bottom” css=”.vc_custom_1778768444006{padding-bottom: 30px !important;background-color: #E3D9C6 !important;}”][vc_column][vc_column_text css=”.vc_custom_1779294049332{margin-bottom: 0px !important;}”]\n

PRINTED DESIGNS IN CONTEXT<\/strong><\/h1>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row thb_full_width=”true” content_placement=”top” thb_divider_position=”top” css=”.vc_custom_1778768450473{background-color: #E3D9C6 !important;}”][vc_column width=”1\/2″][vc_single_image image=”1207″ img_size=”full” alignment=”center” css=””][vc_single_image image=”1204″ img_size=”full” alignment=”center” css=””][vc_single_image image=”1202″ img_size=”full” alignment=”center” css=””][\/vc_column][vc_column width=”1\/2″][vc_single_image image=”1210″ img_size=”full” alignment=”center” css=””][vc_single_image image=”1205″ img_size=”full” alignment=”center” css=””][vc_single_image image=”1206″ img_size=”full” alignment=”center” css=””][\/vc_column][\/vc_row]\n<\/div>","protected":false},"excerpt":{"rendered":"

[vc_row content_placement=”middle” thb_divider_position=”bottom”][vc_column][vc_column_text css=”” animation=”animation bottom-to-top”] In the age of experiences, graphic design has become a strategic tool that transforms spaces into distinctive brand environments. The wallpapers I have designed for international hotels combine storytelling, brand identity and environmental graphics to enrich the guest experience and strengthen each property’s visual character. Rather than simply decorating…<\/p>\n","protected":false},"author":2,"featured_media":1310,"comment_status":"closed","ping_status":"closed","template":"","tags":[],"class_list":["post-1070","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry"],"_links":{"self":[{"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/portfolio\/1070","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/portfolio"}],"about":[{"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/types\/portfolio"}],"author":[{"embeddable":true,"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/comments?post=1070"}],"version-history":[{"count":201,"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/portfolio\/1070\/revisions"}],"predecessor-version":[{"id":5031,"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/portfolio\/1070\/revisions\/5031"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/media\/1310"}],"wp:attachment":[{"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/media?parent=1070"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/tags?post=1070"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}