Mona Lisa Suite Hotel The design of a brand collection Id en t i t y Sy s t em
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M a r ke t i n g M at er i a l s
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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
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PG 1 of 3
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Eliz abe th Meredith Dowling
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