is a concept boutique hotel developing in Dubai, UAE aiming to be ahead of their competitors, Lift hotel offers a disruptive, and transformative view on boutique hotels. Aimed to attract young millennials and entrepreneurs, the hotel offers an ever-changing theme that evolves every 6 months to reshape the hotel constantly. The brand identity had to reflect the nature of the hotel and it's offering by being ever-changing itself.
We created a logo and visual identity that showcased the brand's promise of ever-changing and uplifting, and would be flexible and transformative as the hotel itself.
An Flexible and Adaptable System
The hotels' theme changes every 6 months, offering changing scenarios that are based on the different disciplines it offers: Art, Music, Food, Mixology, and Fashion. Inviting current and new talent to be part of this dynamic. With this in mind, the hotel is not only a place created for guests to spend the night, but also a hub for artist to take over the scene. A platform for Dubai's best and a differential within the hotel sector.
The main element to drive the unexpected nature of the hotel is its lift, or elevator. It takes the guests through a journey that reveals as the doors open. Based on this concept we created a device that represented this principle of journey and reveal. A flexible and expandable logo device that would reveal the content and also served as the key element in the overall visual identity. As a brand that would live in multiple channels, we needed a system that could be adaptable and transformative throughout. One that harbors the many different themes the hotel had to offer, revealing the brand essence and personality while at the same time keeping the stylish nature of the brand itself.