The CHC | the seventh art Partnership by Selected Hotels Promotion L.C. | CHC CoutureHospitalityConcept

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the seventh art

Frank M. Pfa!er europe united states south east asia south america middle east caribbean china africa

THEINDEXBOOK

volumes I, II & III

the

Las Dunas Suites Marbella Las Dunas Suites L I F E S T Y L E

O W N E R S H I P

Home... o

nly for the discern ing f

Las Dunas Suites Concept | Marketing & Sales | General Management

Inspired by the architectural traditions of Andalusia, Las Dunas Suites offers just 34 luxurious residences along with the pleasures and privileges of the renowned Las Dunas Beach Hotel & Spa. It captures the very essence of Spanish Mediterranean lifestyle under the year round sun of Costa del Sol.

Our architects and designers are being invited to create something entirely different Combining the best elements from the past with the latest technology available, this will certainly be

Andalusia’s most avantgarde nature & health retreat located inside the famous historic Jardines de El Retiro Attention to detail is evident no matter where your eye may wander.

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MADE-TO-MEASURE LUXURY HOTEL MANAGEMENT, REPRESENTATION, MARKETING & BRANDING

PASSION FOR SUSTAINABLE LUXURY AFFILIATION BY INVITATION ONLY

I S PLE A SE D TO H AV E WO RK E D WI TH T H E FOL LOWI N G H OS PITAL I T Y B RA N D S

900 B R O A D WAY, 2N D F L N E W YO R K , N Y 10003 | T H E S E V E N T H A R T.C O M

BUI L D I N G B RA N D S. C RE AT IN G RE L E VA N C E . theseventhart.com

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HOSPITALITY

BUILDING BRANDS. CREATING RELEVANCE. IMAGE HERE PLAZA HOTEL

THE SEVENTH ART IS A FULL-SERVICE BRAND AGENCY SPECIALIZING IN THE REAL ESTATE AND HOSPITALITY SECTORS. THE SEVENTH ART CREATES VALUE FOR ITS CLIENTS BY CRAFTING BRAND EXPERIENCES AND NARRATIVES THAT ARE CULTURALLY AND TECHNOLOGICALLY RELEVANT AND COMPLETELY UNFORGETTABLE. THE SEVENTH ART CHALLENGES CONVENTIONS OF BRAND DEVELOPMENT AND MARKETING BY BRINGING A GLOBAL PERSPECTIVE TO THE BRANDING PROCESS AND MIXING ITS EXPERTISE IN ARCHITECTURE, FASHION AND LIFESTYLE INTO ITS WORK.

THE SE TA I PEA R NS POINT A NTIGUA P E A R N S P O I N T, A N T I G UA

O R A N G E L I M I T E D A N D T H E S E TA I H OT E L THE BACKGR OUND Developer Orange Limited purchased a stunning piece of property in Pearns Point, Antigua and sought to develop both a luxury hotel and residences. The Seventh Art was asked to help merge the aesthetic of a well-known hospitality brand, The Setai, which has a quintessentially Asian feel, with the look of the Caribbean and the aesthetic of a Dutch architect, Piet Boon, who designed the residences.

THE PR OCESS During the brand architecture phase, we facilitated a compromise between the project participants and arrived at a design approach that aligned all the assets into one striking offering. This resulted in materials that featured elements of the Setai brand system, but which felt Caribbean in feel and reflected the neutral Piet Boon palette, including a 4-part book series (housed together), a web site with clear hierarchy and all related collateral. The materials speak to both those who will buy homes on the island as well as those who will visit on vacation.

THE RESULT The Seventh Art has created a system that unifies all of the strongest elements of the brand and makes it turnkey to carry out the rest of the branding for this highly anticipated project.

WEBSITE pearnspoint.com

SERVICES Brand strategy, naming, logo design, website, brochure, brand collateral, advertising campaign, photography art direction, copywriting

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MOOD BOARD

BRAND HIERARCHY

MAIN BRAND

SUB-BRANDS

HOTEL & SUITES

PEARNS POINT VILLAS

MARINA & GOLF RESIDENCES

BEACH VILLAS

GENERAL INTRODUCTION BROCHURE - LOOK AND

FEEL

BROCHURE WRAPPED IN VELLUM JACKET

COVER

GENERAL INTRODUCTION BROCHURE – SPREAD

Office P.O. Box 1793, Jolly Harbour, Saint Mary’s – Antigua W.I.

T H E S E TA I - A N T I G UA . C O M

PO Box 00 Pearns Point, Antigua, West Indies • T 8 7 7 . 1 2 3 . 4 5 6 7 • F 8 77 . 1 2 3 .4 5 6 7 • info@thesetai-antigua.com

Michael J. Breene Director, Setai Group

mbreene@setai.com M (+1) 646.734.7839 T (+1) 305.672.7900 setaiantigua.com

NE KUPE

N AN DAIM E, N IC ARAGUA DON ALFREDO PELL AS, DEVELOPER; SPORTIN G RESORT & RETREAT THE BAC KGROUND Don Alfredo Pellas is a Nicaraguan businessman with a deep passion for his country. When he wanted to create a new kind of active resort in Nandaime, one that featured recreational activities as well as spiritual and cultural ones, Pellas approached The Seventh Art to create a brand strategy and campaign that positioned the resort as a unique hospitality opportunity.

THE PROCESS The Seventh Art conducted an in-depth research phase, which including visiting Nekupe’s site and meeting the Pellas family and team members, to arrive at a strategy for positioning the resort. We created a thematic device, “A new way of seeing,” “A New Way of Experiencing,” and so on that spoke to the novelty of the offering, and created a design system that highlighted the native Morpho butterfly to highlight the beauty of the region. We also had considerable input into the creation of the hotel offerings, recommending amenities that we believed would elevate the status of the hotel.

THE RESULT Nekupe has generated considerable buzz before its launch and received overwhelming positive feedback to its teaser site.

WEBSITE nekupe.com

SERVICES Brand strategy, logo design, teaser site, website navigation, website content

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BUTL E R

BROOKLYN , NEW YORK BOYMELGREEN , HOTEL AND RES TAURANT THE BAC KGROUND Perched at the top of the Gowanus Canal, Butler is slated to be the first true boutique hotel in South Brooklyn. The Seventh Art was hired to design a market research book that presented the findings in a way that convinced investors that the time was right for a project of this nature in this super-hot location.

THE PROCESS Working with information provided by the client, The Seventh Art created a beautiful book that highlighted the project’s most pertinent assets for potential investors. In addition, the book’s design and photography established a tonality for the entire project that could be carried out to interiors, landscaping and amenity program.

THE RESULT The Butler book made an unforgettable impression on potential investors, and made a splash in the real estate world for its distinctive look and presentation of information.

SERVICES Branding, book design, design strategy, conceptual development

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THE MONI TOR HOTEL B R A N D S T R AT E GY

THE MO NITO R HOTE L BROOKLYN , NEW YORK FX FOWLE, HOTEL THE BAC KGROUND Formerly known as the Greenpoint Terminal Market complex, THE MONITOR HOTEL is situated near the Greenpoint waterfront and close to a ship-building site similar to the one that erected The USS Monitor, an iron-hulled steamship commissioned by the Union Navy during the Civil War. The USS Monitor was built in only 101 days, and presented a new concept in ship design, employing a variety of new inventions and innovations in ship building that caught the attention of the world. Similarly, the innovations inside THE MONITOR HOTEL will garner the attention of those who recognize good design in all forms, taking elements from the past and transforming them into something new for today.

THE PROCESS With THE MONITOR HOTEL, we seek to create a location that becomes a destination and a terminus in Greenpoint, Brooklyn. THE MONITOR HOTEL will transform an existing industrial building by revealing and celebrating what is beautiful about its original structure while adding in new and dynamic elements. The hotel’s industrial identity – a reference to The USS Monitor, an iron-hulled steamship built in Greenpoint during the Civil War – will be reflected in every aspect of the hotel, from design and architecture to service and attitude.

THE RESULT The logo design and hand-drawn illustration created for THE MONITOR HOTEL reflect a nostalgic moment, referencing the past and celebrating the history of Greenpoint. The addition of an illustrative branding system facilitates and enforces the brand throughout the hotel.

SERVICES Brand strategy, design strategy, stationery, print advertising, website, brochure

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T H E B R A N D V I S I O N : I N S P I R AT I O N B O A R D 1

60 WEST : GREENPOINT : HOTEL

T H E B R A N D V I S I O N : I N S P I R AT I O N B O A R D 2

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THE BRAND ELEMENTS: COLORS

DARK GRANITE

CMYK: RGB: PANTONE:

0.0.0.100 0.0.0 BLACK 6C/U

NIGHT SKY

CMYK: RGB: PANTONE:

SPICED PLUM

100.71.39.90 8.31.44 5395 C/U

CMYK: RGB: PANTONE:

21.80.81.69 101.48.36 483 C/U

MIDNIGHT FOREST

CMYK: RGB: PANTONE:

BLUSH

92.25.70.68 0.78.66 3305 C/U

SEA FOAM

CMYK: RGB: PANTONE:

00.19.17.06 221.188.176 7611 C/U

CMYK: RGB: PANTONE:

12.01.12.02 209.224.215 621 C/U

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LOGO DESIGNS: 1. MODERN INDUSTRIAL

60 WEST : GREENPOINT : HOTEL

LOGO DESIGNS: 1. MODERN INDUSTRIAL

60 WEST : GREENPOINT : HOTEL

GUEST SERVICES

B I C YC L E R E N TA L

R E S TAU R A N T

TEA ROOM

CONRAD HOTEL BRANDING

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HOW WE DESCRIBE CONRAD NEW YORK

C ON R A D N EW YOR K

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LITTLE-KNOWN FACTS ABOUT

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Words that Conrad New York can use to talk about the Guest Suites

THE GUEST SUITES

SPACIOUS / MODERN / THOUGHTFUL / UPSCALE / VALUE / AMPLE / FLEXIBLE / CONSIDERED / BREATHTAKING VIEWS / ONE OF THE LARGEST IN NEW YORK C ON R A D N EW YOR K

Words that Conrad New York can use to talk about Food & Beverage

LITTLE-KNOWN FACTS ABOUT

SURPRISING/ DIVERSE/ FARM-FRESH/ LOCAL/ FAMILY FRIENDLY/ ELEGANTLY PREPARED/ THE CITY’S BEST

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FOOD + BE V E R AGE

C ON R A D N EW YOR K

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CONRAD NEW YORK

SHOPS & AMENITIES When the Conrad New York team brought together the

C ON R A D N EW YOR K

The New York Times

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Words that Conrad New York can use to talk about the Art Program

FUN VIBRANT CONTEMPORARY CURATED ENVIABLE CULTURED 2,000+ WORKS QUINTESSENTIALLY NEW YORK

CONRAD NEW YORK

ART PROGRAM

C ON R A D N EW YOR K

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Actionable Recommendations for Conrad New York C ON R A D N EW YOR K

In the process of creating a narrative for Conrad New York, The Seventh Art crafted actionable recommendations that would help enhance the hotel at each of the hotel’s strongest facets and propose suggestions for how to make them even better.

I S S U E 001 2015

First impressions set the tone for a guest’s entire stay. thanks to the atrium and lobby. But staff should engage

S I G NA G E A S A RT

feel like a series of special moments—not the indifferent valet should make a point to help guests out of their

Going further, front door and front desk staff should be trained to greet guests by name. There are several ways to do this: The valet sees the name on the luggage tag and radios the front desk with a description of the guest. Also, reservations staff can asks guests in advance for their ETA, find their social media profile, and print out images for front door staff to study. At the very least, staff should learn to recognize repeat guests and greet them by name. Current lobby signage can be significantly improved. Adding discreet but clear signage would help direct guests to the front desk and identify bellhop vs. registration vs. concierge.

C ON R A D N EW YOR K

The welcome from the front desk staff feels very warm and genuine now, and the brief rundown of dining and bar options is helpful. But this could be taken a step further by asking guests if they’re familiar with the neighborhood, offering a local map and making recommendations for nearby dining and activities. The welcome should be not just to the Conrad, but to downtown New York as a whole. the valet should have a stash of towels and chilled water to offer joggers when they return to the hotel.

LO O P Y D O O P Y I S S U E 001 2015

Loopy Doopy

Loopy Doop

Loopy Doopy

youthful feel of Loopy Doopy

C ON R A D N EW YOR K

A Brand That Lifts All Brands

DARK GRAY - PANTONE

LIGHT GRAY - PANTON E

W H I T E - PA N TON E

R OS E G OLD

C. 0 M. 0 Y. 0 K .0

C.0 M .0 Y.0 K .0

C .0 M .0 Y.0 K .0

R . 0 G. 0 B. 0

R .0 G.0 B.0

R .0 G .0 B.0

HEX 000000

HE X 000000

H EX 0 0 0 0 0 0

BRA N D ASS E T S Color Palette

DA R K G R AY - PA N TO N E

LIGHT GRAY - PANTON E

W H I T E - PA N TON E

G OLD

C. 0 M. 0 Y. 0 K .0

C.0 M .0 Y.0 K .0

C .0 M .0 Y.0 K .0

R . 0 G. 0 B. 0

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HEX 000000

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H EX 0 0 0 0 0 0

Approachable and refined, this logo splits Highgate into two lines and connects them through an elegant graphic element.

LOG O Applications

PALM HOUSE PALM BEAC H, F LORIDA

BL AC K GLOBAL, CLUB AND HOTEL, 26 RESIDEN CES THE BAC KGROUND The Seventh Art was approached to help create an entirely new hotel concept for Palm Beach, one that took the best elements of this legendary area and updated it with a fresh and exciting feel.

THE PROCESS After conducting a deep dive into comparable hotels around the world, we created branding materials that merged the Art Deco interiors created by British firm HBA with a minimal, modern feel. The green color used in our logo reflects the area’s lush gardens and the emerald hue prevalent in the décor. Every element, down to the room signs, reflects the rich history of the area and the fashionable women who vacationed there.

THE RESULT Our branding work helped merge the Art Deco aesthetic of the hotel developer with the modern minimalism of the hotel operator. The resulting materials created a fresh and different look for Palm Beach, and made Palm House one of the most anticipated new hotels in recent memory.

WEBSITE palmhousehotel.com

SERVICES Brand strategy, brand identity, logo design, brochure, website, hotel signage, print ads, room signs

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PALM HOUSE CO LO RS

PANTONE - 556 C

PANTONE - 621 C

PANTONE - COOL GREY 10 C

CMYK: 59, 21, 52, 1

CMYK: 18, 5, 15, 6

CMYK: 62, 53, 50, 21

RGB: 113, 162, 138

RGB: 208, 223, 215

RGB: 97, 98, 101

F E NDI C HATE AU MIAMI BEAC H, FLORIDA

FENDI + C HAT EAU GROUP, 58 RESIDEN CES THE BAC KGROUND For its first foray into the U.S. real estate market, legendary fashion house Fendi partnered with Chateau Group, a leading real estate development company, on the creation of Fendi Chateau Residences. This 12-story building features 58 spacious oceanfront residences and is located on a pristine stretch of private beach on Collins Avenue.

THE PROCESS The Seventh Art saw the Fendi Chateau project through from inception to completion, handling everything from initial concept design and project signage to advertising, brochure and web site. For the branding campaign, we envisioned a way to bring a fashion brand into the residential space, and seamlessly merged the rich heritage of the Fendi brand with a building that featured the very best modern design and amenities.

THE RESULT With a branding and marketing campaign that captured the allure of the Fendi brand and the upscale nature of this beachfront property, Fendi Chateau Residences was an unqualified success. The overwhelmingly positive response proved that the project appealed to both a domestic and international buyer.

WEBSITE fendichateauresidences.com

SERVICES Branding, naming, photography, illustrations, brochure, website, marketing plans, signage, print advertising

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THE SETAI MIAMI

THE SETAI The seventh art has been there since the beginning, at the earliest concept stages, when the idea of an Asian-inspired hospitality experience had not yet been conceived. The seventh art developed and managed the concept, naming, branding and club programming to realize this distinct brand. Since then, the seventh art has worked on the Setai Miami, and New York City’s Downtown and Uptown locations. All branding, collaterals, photography, film, advertising and website by the seventh art. www.setai.com

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PHOTOGRAPHY AND FILM BY THE SEVENTH ART

ST. REGIS

BAL HARBOUR, MIAMI

ST. REGIS, BAL HARBOUR In parallel to work done for the St. Regis New York, San Francisco and Anguilla, the seventh art was commissioned to announce St. Regis Bal Harbour. Beachside living across Bal Harbour retail, casting a guest in a surrealistic world to craft a memorable statement. A world of fashion mixed with extraordinary lifestyle. All branding,, film, advertising and website by the seventh art. www.stregisbalharbourresidences.com

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T O U R O D É O N , M O NA C O

RENDERINGS BY THE SEVENTH ART

MANDARIN ORIENTAL ATLANTA

MANDARIN ORIENTAL, ATLANTA The seventh art has worked with many luxury hotel operators, and the exquisite detail and service offering of the Mandarin Oriental is certainly one of the best. We had the pleasure of interpreting the brand into a residential experience, and out of this, we developed an over-sized coffee table book that was designed in the Mandarin look and feel, branded photography and film, a media-rich website experience and produced the advertising campaigns. www.moresidencesatlanta.com

M A N DA R I N O R I E N TA L , AT L A N TA

PHOTOGRAPHY BY THE SEVENTH ART

MANDARIN ORIENTAL, ATLANTA Photography the seventh art

AMAN RESORTS PLAYA GRANDE

AMAN RESORTS, PLAYA GRANDE Alongside a golf course in the lively Samana Peninsula, Dominican Republic, Aman Resorts overlooks the sea. The Aman Resorts presents an exquisite series of villas designed by London-based architect, John Heah. All 3d renderings by the seventh art. www.amanvillaspg.com

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RE ND ER I N GS Y T H E S E V E N T H A RT

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RE ND ER I N GS Y T H E S E V E N T H A RT

TOMMY HILFIGER HOTELS

TOMMY HILFIGER HOTELS Tommy Hilfiger’s approach to a hotel experience is, quite simply, an American lifestyle hotel modeled after the heritage of estate living. A Tommy Hilfiger Hotel is infused with and defined by Tommy’s passion for art, fashion, music and entertainment. The seventh art designed the interiors, programmed all the spaces, developed the service philosophy, and the branding and marketing platforms for the Hilfiger Hotel & Residences. All photography, film, 3d renderings, web and print were created by the seventh art, and included pre-development consulting, interior design, marketing, and branding.

70 TOMMY HILFIGER HOTELS

RENDERINGS BY THE SEVENTH ART

TOMMY HILFIGER HOTELS

RENDERINGS BY THE SEVENTH ART

TOMMY HILFIGER HOTELS Brand book

L A TIE RA DI CE RVO PORTO CERVO, ITALY

C HRIS TIE’S INTERN ATION AL REAL ES TATE , 43 R ESIDEN CES THE BAC KGROUND Dolce & Gabbana, together with Christie’s International Real Estate, engaged The Seventh Art to handle the brand strategy, renderings, brochure and website for La Tiara de Cervo, a new luxury residential offering in Porto Cervo, Sardinia, one of the most expensive seaside communities in Europe.

THE PROCESS The Seventh Art looked at the numerous assets of the project – the natural beauty of the location, the unique essence of the area and the handcrafted nature of the offering – and created design and copy that showcased these assets. Numerous visits to the site and ongoing conversations about the project goals helped to make this a true collaboration.

THE RESULT The resulting collateral pieces captured the singular aspect of the project and elevated its profile in Europe. Both the developers and the brokers expressed how well The Seventh Art’s work matched their vision for the community.

WEBSITE latiaradicervo.com

SERVICES Brand strategy, photography, naming, renderings, website, brochure, marketing plans, print advertising

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LUGANO | LONDON | MUNICH | MARBELLA | HoteliersGuild

THE PRIVATE SOCIETY FOR DISCERNING HOTELIERS A league of its own Affiliation by invitation only