ABOUT

How do you create a hotel which not only caters to the guests’ experiences but embodies a unique personality, inspires imagination and enhances their stay?

The opportunity lay in the saturated area of upscale boutique hotels and serviced apartments characterised by expected interiors and minimal brand expression. The research showed us that experience, luxury and maximalism were key elements that our target customers looked for in a hotel stay. We used this as the fundamentals for the new brand; taking the lost element, stylish accents and the heritage that we wanted to convey, to create the balance that is Lost Property.
An escapism in the city that blends oddity with elegance. A destination that perfectly embodies its values for those who appreciate art, culture and a lavish lifestyle.

The identity captures this feeling of being lost by combining two typefaces and swapping the ‘O’s’ suggesting being lost but yet found. The wider brand encourages the customer to lose themselves in the moment with subtle hints and hidden statements scattered throughout the hotel as well as the collateral. Pairing our inquisitive yet cheeky tone of voice with a deep luxurious-feeling colour palette gives the sense of harmony between modern and heritage that we were striving to portray.

But this is just the beginning. The way the brand now comes to life and manifests itself will be the real test and one we look forward to shaping.