{"id":64,"date":"2016-09-06T10:59:04","date_gmt":"2016-09-06T10:59:04","guid":{"rendered":"https:\/\/werkstatt.wpthemestudios.com\/werkstatt-masonry\/?post_type=portfolio&p=64"},"modified":"2026-07-23T13:31:14","modified_gmt":"2026-07-23T11:31:14","slug":"moana-lounge","status":"publish","type":"portfolio","link":"https:\/\/www.davidzuker.com\/designer\/portfolio\/moana-lounge\/","title":{"rendered":"MOANA COCKTAIL LOUNGE: Spatial Branding"},"content":{"rendered":"
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VISUAL IDENTITY & SPATIAL UX<\/h1>\n[\/vc_column_text][vc_row_inner][vc_column_inner width=”1\/6″][\/vc_column_inner][vc_column_inner width=”2\/3″][vc_column_text css=””]\n

The nhow Amsterdam RAI hotel needed to enhance its brand experience in the Moana Bar and the lobby. The challenge was not merely decorative, but strategic: to transform cold, high-traffic spaces into experiential destinations that would encourage interaction and reinforce the hotel\u2019s multicultural concept (Mix of Cultures). The technical challenge involved designing for unconventional surfaces (floors and ceilings) whilst ensuring durability and visual consistency with the existing interior design.<\/strong><\/h3>\n[\/vc_column_text][vc_column_text css=””]\n

THE STRATEGY<\/h3>\n

360\u00b0 Immersive Design and Cultural Transcreation.<\/h3>\n

I designed a Liquid Visual Ecosystem where graphic art breaks down physical barriers. The solution was based on three pillars:<\/h3>\n

1.\u00a0Multicultural Storytelling: I fused Japanese iconography (Mitsudomoe, Maneki-neko) with the energy of urban art and Mexican mysticism.<\/strong><\/h3>\n

2.\u00a0Spatial UX: The graphic patterns on the floor are not random; they are designed to guide visitors\u2019 movements and create \u2018Instagrammable moments\u2019 that boost the brand\u2019s organic reach.<\/strong><\/h3>\n

3.\u00a0Hybrid Process (Digital-to-Analogue): I used digital tools for large-scale design and composition, combining them with traditional painting techniques to lend a human and authentic texture to the final space.<\/strong><\/h3>\n[\/vc_column_text][vc_empty_space height=”2px”][\/vc_column_inner][vc_column_inner width=”1\/6″][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row thb_divider_position=”bottom” css=”.vc_custom_1750161757531{padding-top: 40px !important;background-color: #FF3273 !important;}”][vc_column][vc_row_inner content_placement=”middle” css=”.vc_custom_1750161754305{background-color: #FF3273 !important;}”][vc_column_inner][vc_single_image image=”1220″ img_size=”full” alignment=”center” css=””][\/vc_column_inner][\/vc_row_inner][vc_row_inner content_placement=”middle” css=”.vc_custom_1750161754305{background-color: #FF3273 !important;}”][vc_column_inner][vc_column_text css=””]\n

VISUAL IDENTITY FOR MOANA LOUNGE<\/span><\/h1>\n[\/vc_column_text][vc_column_text css=””]\n

The two large decorated skulls, reminiscent of the iconic Mexican Catrinas, are transformed into Geishas with a distinctive twist: the skull on the left, in vibrant shades of yellow, features Japanese floral designs around the eyes and teeth, creating a visual fusion between Japan and Mexico. To its right, another Catrina sports a voluminous hairstyle in the traditional style of Japanese geishas. This skull incorporates a stylised mitsudomoe (\u4e09\u3064\u5df4) \u2013 an ancient Japanese symbol \u2013 in the eyes and a small lucky cat (maneki-neko) on the forehead, further blending the cultural elements.<\/span><\/h3>\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner content_placement=”middle” css=”.vc_custom_1746536730127{background-color: #FF3273 !important;}”][vc_column_inner][vc_single_image image=”854″ img_size=”full” alignment=”center” css=””][vc_single_image image=”1226″ img_size=”full” alignment=”center” css=””][\/vc_column_inner][\/vc_row_inner][vc_row_inner content_placement=”middle” css=”.vc_custom_1746536737570{background-color: #FF3273 !important;}”][vc_column_inner width=”1\/2″][vc_single_image image=”859″ img_size=”full” alignment=”center” css=””][\/vc_column_inner][vc_column_inner width=”1\/2″][vc_single_image image=”864″ img_size=”full” alignment=”center” css=””][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row thb_divider_position=”bottom” css=”.vc_custom_1746536884571{padding-top: 40px !important;background-color: #FFF4B0 !important;}”][vc_column][vc_column_text css=””]\n

DESIGN AND ART DIRECTION FOR FLOOR<\/h1>\n[\/vc_column_text][vc_column_text css=””]\n

The floor design at the Moana Bar forms a seamless extension of the panoramic mural, blending the two surfaces into a single, expansive, immersive visual environment. With no physical barriers, the graphic composition envelops guests, creating the sensation of floating within a vibrant, dreamlike universe.<\/h3>\n

This floor artwork continues the bold fusion of Japanese and Mexican motifs, layering iconic symbols and colours to create a striking and symbolic landscape. The result is a visually captivating space where art, architecture and interior design converge, transforming the Moana Bar into a fully immersive visual experience that invites guests to step into a vibrant, multicultural narrative.<\/h3>\n[\/vc_column_text][vc_single_image image=”1299″ img_size=”full” alignment=”center” css=””][vc_single_image image=”1259″ img_size=”full” alignment=”center” css=””][vc_single_image image=”1255″ img_size=”full” alignment=”center” css=””][vc_single_image image=”1256″ img_size=”full” alignment=”center” css=””][vc_single_image image=”1258″ img_size=”full” alignment=”center” css=””][\/vc_column][\/vc_row][vc_row thb_divider_position=”bottom” css=”.vc_custom_1746535478162{padding-top: 40px !important;background-color: #E3DFDF !important;}”][vc_column][vc_column_text css=””]\n

DESIGN AND ART DIRECTION FOR THE LOUNGE AREA<\/h1>\n[\/vc_column_text][vc_column_text css=””]\n

For the hotel\u2019s first-floor lobby, I created a panoramic mural that blends digital projection with hand-painted elements, resulting in a bold, central graphic piece inspired by urban art. The design was projected onto the wall and then brought to life with expressive brushstrokes, evoking the raw energy of street art.<\/h3>\n

Seamlessly integrated into the architecture, this large-scale mural envelops the lobby in a continuous visual experience, blurring the boundaries between art, interior design and space. Its layered composition and dynamic flow transform the lobby into an immersive environment, welcoming guests with a powerful and unforgettable brand statement.<\/h3>\n[\/vc_column_text][vc_single_image image=”1273″ img_size=”full” alignment=”center” css=””][vc_single_image image=”1274″ img_size=”full” alignment=”center” css=””][vc_single_image image=”1275″ img_size=”full” alignment=”center” css=””][vc_single_image image=”1276″ img_size=”full” alignment=”center” css=””][vc_column_text css=””]\n

\u00a0LOUNGE FLOOR<\/span><\/h1>\n[\/vc_column_text][vc_row_inner][vc_column_inner][vc_column_text css=””]\n

UX\/UI IN AN IMMERSIVE ENVIRONMENT<\/h2>\n

This large-scale floor graphic seamlessly extends the visual identity onto the walls of the space, transforming the lobby into an immersive experience.<\/h3>\n

The layered composition features:<\/h3>\n

A dynamic base with undulating lines, reminiscent of Japanese painting.<\/h3>\n

A tapestry that blends Japanese, Mexican and African symbols, featuring striking motifs of African pots.<\/h3>\n

Playful, oversized Japanese koi leaping in the upper plane, adding movement and depth.<\/h3>\n

The result is a visually rich and inviting environment where art, interior design and architecture come together to create a memorable, multi-sensory welcome for guests.<\/h3>\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_single_image image=”2148″ img_size=”full” alignment=”center” css=””][\/vc_column][\/vc_row][vc_row thb_divider_position=”bottom” css=”.vc_custom_1746535526299{padding-top: 40px !important;background-color: #73867C !important;}”][vc_column][vc_column_text css=””]\n

FLOOR DESIGN FOR A LOUNGE<\/span><\/h1>\n[\/vc_column_text][vc_column_text css=””]\n

The design for the wall in the hotel\u2019s ground-floor lobby combines digital and organic elements in its creation. Rather than being printed, my composition was projected onto the wall using light, bringing a blank canvas to life. A painter traced and filled in the outlines with his brush, producing a result reminiscent of street art in its purest form.<\/span><\/h3>\n

This mural covers a large wall in the hotel\u2019s ground-floor lobby, blending seamlessly with the space\u2019s architectural features and bringing together art, architecture and interior design. Its panoramic nature creates an immersive experience for viewers.<\/span><\/h3>\n

The composition is divided into three main visual layers that blend together in a chaotic and disorderly manner:<\/span><\/h3>\n[\/vc_column_text][vc_single_image image=”1281″ img_size=”full” alignment=”center” css=””][vc_single_image image=”1283″ img_size=”full” alignment=”center” css=””][vc_single_image image=”1282″ img_size=”full” alignment=”center” css=””][\/vc_column][\/vc_row]\n<\/div>","protected":false},"excerpt":{"rendered":"

The Moana Lounge is located on the first floor of the Nhow Amsterdam Rai hotel and is the hotel’s flagship venue, an icon of lifestyle luxury and a hub for tourists from around the world.<\/p>\n","protected":false},"author":2,"featured_media":4442,"comment_status":"closed","ping_status":"closed","template":"","tags":[],"class_list":["post-64","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry","portfolio-category-spatial-design"],"_links":{"self":[{"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/portfolio\/64","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=64"}],"version-history":[{"count":187,"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/portfolio\/64\/revisions"}],"predecessor-version":[{"id":4928,"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/portfolio\/64\/revisions\/4928"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/media\/4442"}],"wp:attachment":[{"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/media?parent=64"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/tags?post=64"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}