Spatial Identity
A complete sensory overhaul for a luxury hotel brand — from wayfinding to ambient programming, creating a coherent sense of place across 12 properties.
Overview
We were commissioned to reimagine how guests experience arrival across twelve luxury hotel properties. The brief was deceptively simple: make each property feel distinct yet unmistakably part of the same family.
Process
Our team spent three months conducting sensory audits — measuring light levels, ambient sound, fragrance diffusion patterns, and thermal comfort across each property. We interviewed 200 guests and 80 staff members to map the emotional journey from first contact to departure.
Outcome
The resulting system is not a style guide. It is a vocabulary of sensation — a shared grammar of experience that local design teams can adapt without diluting the brand’s core signature.
