Here Hotel Identity

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Summary 6__ a short introduction project basis__ 8 10__ design brief 12__ a mountain hotel 18__ architectural suggestions 20__ architecture 22__ simulations 28__ concept inspirations 30__ similar hotels 34__ sketchez manual__ 40 42__ an abstract 44__ the grid 48__ typography: pistolero type 50__ typography: text 52__ illustration 60__ composition 66__ photography 72__ colours applications__ 74 76__ graphic series 86__ photography series 100__ mountain bike equipment 104__ paragliding equipment 114__ climbing equipment 118__ wakeboarding equipment 124__ augmented reality 128__ renderings 140__ game of drones

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- a short introduction An hotel is a structure where people is allowed to stay for the night, it started with the first tourists in the the ancient Greece, where people used to have journeys for commercial, religious reasons, and for the olympic games.

During the evolution of societies, hotels changed with them, they became monasteries and brodels until the middle ages, when they became near to the contemporary idea.

Nowadays, hotel specialists constantly analize trends, wishes, needs and technology, in order to give to the customer a complete experience, where he could live and do whatever he wants, where the hotel is not a limit, but a place to take a rest, physically and psychologically.

For this reason, now hotels are also a nice place to stay, they're starting to be a possible main destination of a journey, not anymore an instrument.

The concept of “wellness� has an important role for new hotels, where pools, massage centers, sauna ecc. are almost a common service for all types of customers.

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Starting from the idea that technology may be used for a real touristic purpose, we developed a system that goes far from the concept of wellness and far from the hotel as a destination. Our aim is to valorize the places we have chosen, and our way is a comfortable use of technology in order to make the customer explore the place of his holiday, and improve his knowledge about it.

So, this this project was born not only to create a hotel brand, but to be an instrument to improve the identity of the whole territory itself.

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project basis

- design brief Our hotels will have a capillary structure, in order to encourage clients to visit the city.

There will be different structures around the environment, where the client can sleep.

This is a comfortable way to visit the city, with this system the client doesn’t need to return to the hotel were he/she had already slept, but with a fast online booking, he/she can sleep in the nearest place to him.

The modules will be placed in strategic points, in order to make a client comfortable to move around.

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- a mountain hotel I’ve chosen Swiss Prealps zone for my future, hi-tech hotel.

This choice due to my affection for those places, the ones where i come from.

I think that the swiss-italian zone “Ticino” can offer a huge system of complicated landscapes, various and fascinating textures of woods, rock towers, many lakes and a good atmosphere.

My purpose is to make my customers live paths and air ways all over this part of Ticino that contains: • Lugano; • Bellizona; • Locarno; • Mount Generoso; • Mount Bre; • Mount Tamaro; • Mount Boglia; • Mount Gazzirola; • Mount Denti della Vecchia.

This territory is also a famous destination for climbers, due to its vertical big rock walls, for paragliding enthusiasts and for cyclists, wakeboarders, so this hotel is built to be a place to take a breath and restart to do mountain sports.

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- architectural suggestions Here Generoso was born from the idea of “bivuac”, small open houses which mountaineers can use to take a rest and a break from walking, climbing ecc. or in danger situations.

They are always opened to everyone need them, and they usually contain only a few beds and a table with chairs.

With a hotel company policy and the technology of the next 10 years, this type of comfort for mountain lovers could be improved, towards a really relaxing staying without afforts.

Then, another inspiration was tents for climbers, placed on vertical rock walls, that recall the sense of emptiness under your feet and in front of you that you feel when you are at the top of the mountain.

It’s a kind of sublime feeling, an attractive state of mind.

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- architecture With a modular system of flats, we can improve the number with maximals that are multiple of two and their shape and their modularity is related to the shape of the mountain or to the shape of the city environment: it’s a kind of parasite architecture that adapts itself.

The whole booking system and the one for the room’s preferences are online.

By starting from the contemporary technology in the field of cleaning, we have thought about an automatic self-cleaning room, with an auxiliary robot, like the ones that can you can already see in some houses.

We also thought about an automatic bed maker, and a home-food service, that complete the facilities our hotel can bring to che client.

The previous points are possible only with a luggage transportation system: we’ll give the possibility to entrust the luggages to drones which bring things from an area to another, starting from the online booking info. Imagine you could walk for an entire day without any luggage, but only with the few things you need in your backpack.

No human interaction and no common places: the entire assistance system can be managed online, and client’s keys for the room are a code in his/her device. The rooms are connected to each other only if the booking requires it, so there won’t be corridors, the entrances will be directly from outside.

The main aspect of this architecture is the sense of dephtness that it evocates: when you are in your room, you have nothing under your feet.

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connection points between rooms

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- inspiration The aspect of the hotel which provides to a customer equipment a courses to fly with a paraglider is taken from a Red Bull’s big competition that see contestants start from Salzburg (Austria) and arrive at Principality of Monaco, Red Bull X-Alps.

There are more or less 1400 km from one to another, and in one week, they run through that distance only on foot and on the paraglider.

It’s a very hard way to live an adventure, but also an important chance to live something that not anyone could do.

With the help of technology, we can create a good system to turn this adventure in something that a bigger part of the population could live.

From this starting point, I moved my attention to a sporty audience.

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- similiar hotels The following pictures are examples of “here”’s competitors: they offer mountain activities to everyone who likes that kind of entertaining.

Some of them put at the first place wellness and typical food: sports are controlled by other companies and they help each other with commercial choices and advertising.

A luxury mood emerges, with a calligraphic typography for the logotype.

They seems to refer themselves to tradition, and the sport way they offer is shown by relaxing images.

Relax is the best feeling mountain can offer, clients will be on holiday in a high place, far from cities and works, but sports are more than relax, they are also dynamism, movement, fatigue, fear, success and satisfaction so it’s important to deal with real sports, not only with relax.

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- similiar hotels

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- sketchez When the problem was clearly defined, the first step has been a sketching activity, it’s all about to create several drawings characterized by improvisation, it’s like throwing up ideas.

In this way you open visual ways about your concept.

Once the right path is in front of you, it could appropriate to start to develop it with variations, combinations based on other sketches, suggestions and rhetorical figures.

Digital sketches have been an important process of this research, they made possible all the variations.

From the beginning, the style of illustrations changed very much, in a process of simplification, in which i found a very critic phase.

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- an abstract Imagine you want to get the top of another mountain, and you can easily do it.

Imagine you want to create a personal path to reach all possible destination. You can do it.

Here hotel is a system that makes you really live the territory, by showing you all the perspectives (literally) from which you could look at a wonderful place like it.

So the real destination is not the hotel, but it’s only an instrument in your hands, a tool that you must use when you want to live not only two or three days or relax, but a 360° experience.

With this system, the protagonist is Ticino and all it could offer: a deep connection with an ancient prehistorical era, a both technologic and human way to live it, all the comforts that you need to live this place with all your concentration only on it.

The starting peculiar aspect is the sport-friendly behaviour of this hotel, and all the activities it could organize: from paragliding to mountain bike, from climbing to wakeboarding to downhill. These are the concrete offerings of the hotel, and so also them become an instrument, a strong way to live the territory in a deep way.

With them you have the territory in your hands, and so you can control and change it: you can decide to take a rest in a rondom one of our stages, live only the mountains without seeing anyone else for days, decide to live also the cities this is the reason why this identity comes to life.

You are alone with everything else.

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There isn’t a real order, an already established path to walk, and there are no suggestion, but only possibilities.

By following this concept, the visual idea was born from the turning system of paragliders, which use pulleys to pull wires, and with them you can change direction (you have already saw this system at the sketches paragraph, page 29, 30, 31, 32, interpreted in different ways).

From sketches, the idea turned into a more simple kind of drawing, based on a circular grid evoking the pulley itself.

This makes the language of the identity a playful one, and if you don’t see mountains in lines, you directly feel them.

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- the grid

thickness

letter’s skeleton

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5 cm

4 cm

3 cm

2 cm

1 cm

0,5 cm

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- Pistolero type

Pistolero type is the grid-based main typeface of the identity, it works together with the illustration style, creating flux textures . It was neccessary to create a font that could follow illustrations, an affort to be free and very recognisable.

The main aspect of this set is the different shape of ascendents and descendents, that create a sort of stream between letters: it’s made for an eye moving reading of the text.

Towards an immediately recognisable sign, this typeface plays with typographic rules, and you need to concentrate while you’re reading it, this is his strenght.

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- typography > text

foro rounded thin foro rounded extralight foro rounded light foro rounded regular foro rounded medium foro rounded bold foro rounded extrabold foro rounded black

foro rounded thin italic foro rounded extralight italic foro rounded light italic foro rounded regular italic foro rounded medium italic foro rounded bold italic foro rounded extrabold italic foro rounded black italic

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Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 .,;:”?!£$%&/()=^[]@#°§

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Foro rounded is the softer version of Foro Slab.

Distinct in appearence, with pleasant haptic, objective, and with graphic appeal, it has the right shape that could be accompanied by logotype and illustration , with short ascendents and descendents, and a high n/o ratio that reminds to a modularity without the sternnes of a monospace font.

The slab mood unify the classic and serious style of a serif font and the rationality of sans typography.

Together with the logotype mood, this font completes the strenght of the identity.

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DIN Round pro light DIN Round pro regular DIN Round pro medium DIN Round pro bold

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Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 .,;:”?!£$%&/()=^[]@#°§

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Now a precise choice has been made: roundness everywhere: a full coherent style of line.

Then for titles i choose DIN Round, a typeface designed by Albert-Jan Pool in 2011.

It works well with smooth lines of Foro, but it’s a little more squared then it . This make it the right font to be used for some strings of text.

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- illustration

Illustration comes from the same grid of the logotype, and the mountain rapresentation comes directly from the turning paraglider system.

This kind of modular “pictograms� that rapresent Ticino’s main places are created to costantly change, exactly like the path of the customer, always creating new patterns.

It strictly follows the grid, so illustration could be manipulated in different ways by cutting, pasting and exagerating it.

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- composition

Approaching: the base step to create illustration is easily to put modules one after the other, it works like a monospaced font, with a fixed width and common merge points.

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Cutting: once the moduled are fixed to each others, the first operation deals with the cancellation of some shapes. This operation creates a different and more dynamic pattern, it seems to be forming from a single line, and it’s simulating an increasing awareness about the places you live with here hotel.

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A fusion with logotype: logotype and illustrations are based on the same grid, so they can easily be merged together. Modules are strictly connected to the landmark and peculiarities of places, and here is the place where the customer starts from, it’s the origin of the cration of the landscape.

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- photography

Once the pattern has been created, it can turn itself into a metaphor, a way to rapresent mountains as the hotel sees them: a rationalized version of the landscape, it has been designed to be an artistic interpretation of the glasses software, which will be explained later in the brandbook.

In this way, the use of perspective becomes fundamental: It must follow the levels of mountains in the picture, so it becomes

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- colours

It was important to give a strong view of this brand, due to Switzerland’s strong flag, colors were easy to find, white, black and red, united over a grid made of circles arranged in a square, can say enough without words.

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C= 15 M= 100 Y= 90 K= 10

R= 190 G= 30 B= 45

L= 42,16 a= 60,56 b= 35,44

PANTONE P 49-8 C

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- only graphic series

It’s important to underline that this is a sport hotel, and the communication is based almost only on this concept. Sport’s photography become an instrument in the hands of graphic signs and graphic signs that rapresent the territory become a tool controlled by photography.

Together, reality and virtuality create the real identity of the hotel, which you can see better also in the “software” paragraph.

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- photography posters

a hotel for daredevils.

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a hotel for daredevils.

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a hotel for

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r daredevils.

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a hotel for

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or daredevils.

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a hotel for

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or daredevils.

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- mountain bike equipment

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- paragliding equipment

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- climbing equipment

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- wakeboarding equipment

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- augmented reality

A new reality can be created with this tool.

With glasses you can control the entire hotel’s software with your eyes. You won’t need your hands, and it’s useful when you are involved in sports, when you have to see very well what’s near to you.

The idea comes from old and classic maps that usually stand at the top of the mountains, where there are usually drawn the horizon’s mountains.

So this software is adapted to sports, and it’s usable with paragliding helmets and swimming glasses.

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Monte Bell

18:03 28 may 2028

2968 m s/m climbing ways

2852 m s/m 13.2° C

5382 m to HERE

new destination MAP empty screen show other paths S - SW 46 km/h

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luna Monte Bruno

2836 m s/m

Monte Laurota 2768 m s/m

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Gianfurla

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- 6.73 m

- 3459 m

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km/h

16:33 30 may 2028 459 m s/m 27.2° C

1492 m to HERE

43 km/h

YOUR GOAL -54,5 m

Bellinzona 306 m s/m

10:03 29 may 2028

Bre 984 m s/m

1789 m s/m 14.5° C

1258 m to HERE

trekking ways

S - SW 46 km/h

The top -2434,5 m

Monte Sighignola 1968 m s/m

18:03 28 may 2028 2852 m s/m 13.2° C

1258 m to HERE

S - SW 46 km/h

Gianfurla 3467892345

Porto Ceresio 456 m s/m

What do you want for What do you want for dinner?

What do you want for dinner? dinner?

· Pizzoccheri; ·Polenta Pizzoccheri; ·· Pizzoccheri; and mushrooms; ·Polenta Polenta and mushrooms; ·· Polenta and boar; and mushrooms; · Polenta and boar; ·· Polenta Cold cuts; and boar; · Cold cuts; · Cold cuts;cheese Typical cheeseand and · Typical · Typical and mixed vegetables mixed cheese vegetables mixed vegetables

- game of drones

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Fabio salvadori Comunicazione d’impresa docente: Danny Kreeft A. A. 2015/2016 ISIA Urbino

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