Mona Lisa Suite Hotel The design of a brand collection Id en t i t y Sy s t em
|
S i g n ag e
|
M a r ke t i n g M at er i a l s
|
WEB SITE
|
En v i r o n m en ta l D e s i g n
Background The Mona Lisa brand and its basic business model as a condominium hotel were imported to the U.S. from France. The vision was to build a collection of all suite properties to be sold as real estate investments, with the benefit of turn-key rental opportunity in highly attractive markets throughout the U.S. The first market would be Florida, the most active hotel-condominium market in the country, with nearly 30,000 units under construction, many of them associated with well-established, world-class brands.
Challenge: Standing out in a crowded and growing marke tpl ace The critical question was how to build a brand that could stand out in an exploding marketplace—one that would see over 100,000 new hotel rooms introduced in 2008 (the same year Mona Lisa would open its doors). And to do so in a real estate market witnessing sales declines of over 40%. Early in the architectural design phase, Duffy & Partners was introduced to Mona Lisa via the architect of record—Morris Adjmi Associates, a protégé of the famed Italian architect Aldo Rossi. Our charge was to help articulate the new brand’s positioning; develop strategic brand architecture for a portfolio of properties; and design a brand identity system and its unique application throughout marketing materials and into the environmental experience. The first two properties were planned for development in Celebration, Florida—Walt Disney’s dream city of the future—located 10 minutes outside the gates of Disney World.
Brand Development and Design Exploration Development number one draws inspiration from modern neo-classical architecture, featuring clean lines and contemporary forms.
Brand Coll age Board
E xperiential Coll age Board
“The concept of the classical is used in all fields of human endeavor to denote excellence…rather than placing any limitations on the expressive possibilities of design, the enormous flexibility of the classical language of detailing has resulted in six hundred years of creative expression.” Ne w Cl assicism: The Rebirth of Traditional Architecture
M o n a L i s a S u i t e H ot el
|
PG 1 of 3
|
Eliz abe th Meredith Dowling
D U F F Y & PA R TNER S
The Solution: Artistically inspired holiday living Positioning work considers each property within the collection and demonstrates a celebration of the marriage of unique art, architecture and community. • Art/Design = Modern Italian Renaissance • Regional Inspiration = Celebration, FL • Architectural Style = Neo-classical
“Guests also enjoy the hotel’s art gallery feel created by oversized interpretations of well-known masters’ artwork that are showcased on each floor. Each room features a hand-painted artist interpretation of the master work, including the property’s namesake, Leonardo Da Vinci’s Mona Lisa, which sits in dramatic fashion in the hotel lobby.” Flyaway-weblog.com
“I was impressed by every detail of this hotel, from the zero entry pool to the art in the lobby and in our suite.” Gues t of hotel
M o n a L i s a S u i t e H ot el
|
PG 2 of 3
D U F F Y & PA R TNER S
The Solution: Artistically inspired holiday living
STATIONERY and marke ting coll ateral
Advertising
monalisasuitehotel .com
“At the time of ground-breaking, Mona Lisa was 90% pre-sold, which far exceeded our sales goals and expectations. These exceptional results were in large part due to the efforts of Duffy & Partners in shaping our identity and establishing our brand.� Bill Haberman, President
|
M o n a L i s a S u i t e H ot el
PG 3 of 3
|
Mona Lisa suite hotel
D U F F Y & PA R TNER S