What does the idea of luxurious hospitality appear to be to you? Marble partitions, an infinite provide of heat towels, possibly even a uniformed doorman? Whereas there’s nothing improper with these components, they lack the stress-free attraction you’re feeling at residence. And it is this consolation issue that DesignStudio has sought to seize in its new id for The Different Home, launched at this time.
Selecting to forego the stuffiness of member’s golf equipment and the impersonal really feel of lodges, The Different Home treads new floor within the luxurious hospitality sector by making guests really feel like they personal the area they’re residing in for so long as they select to remain. The title of the model sums up this angle with misleading simplicity. When you’re away out of your typical residence, go to the following neatest thing, your different home, if you’ll.
It is a intelligent piece of branding that has come at a very good time. The Different Home has not too long ago opened a Residents’ Membership in South Kensington and is about to open one other in Covent Backyard by winter 2024. One other web site in Belgravia is already underway too, which demonstrates the rising recognition of its enterprise mannequin. Combining a resort’s providers with the house comforts of an condo and the facilities of a members’ membership, The Different Home invitations guests to stay like residents for an evening, every week, or perhaps a complete 12 months.
Nonetheless, a brand new type of luxurious hospitality requires a contemporary method by way of branding, and that is simply what DesignStudio was tasked with. No simple feat contemplating that the id was made towards the backdrop of worldwide lockdowns in 2020 and the in a single day shutdown of the hospitality trade. DesignStudio pulled via, although, and devised a model technique that encompassed the positioning, title, visible id and digital expertise of The Different Home.
Throughout this course of, the DesignStudio group recognised that breaks wanted to really feel totally different, new and significant within the wake of the pandemic. By working carefully with The Different Home, they started to query and problem the thought of luxurious and located themselves transferring away from over-the-top stereotypes of extra.
As an alternative, they set The Different Home other than the competitors by championing the concepts of selection and long-stay residing. If you wish to kick off your footwear and actually really feel ‘at residence’, there isn’t any higher place than The Different Home.
Vinay Mistry, exec artistic director at DesignStudio, stated, “It has been an unimaginable journey for DesignStudio to accomplice with The Different Home to create the world’s first Residents’ Membership.
“Working in shut collaboration and thru bespoke workshops and processes with The Different Home, we have now reimagined the complete model expertise throughout each level of a resident’s keep. The result’s a model that provides a brand new imaginative and prescient for the way forward for luxurious hospitality – making individuals really feel like a neighborhood in a brand new neighbourhood and designed to allow them to work, relaxation and stay as they select.”
Underpinning this model expertise are 4 strategic rules, particularly: Make it residence, Give Management, Create an enduring impression and Construct it higher. These values guided each model determination and may be seen throughout the complete visitor expertise, together with the daring and assured typography, the homely and alluring pictures and the fashionable iconography with a basic flourish. All the weather work collectively properly to stability the normal with the unconventional.
Jordan Sheldrick Devine, Digital Artistic Director at DesignStudio, explains that making a seamless expertise from reserving to check-out was essential when arising with a novel provide to residents. “Serving to create The Different Home app was a unbelievable alternative to embed the essence of the model right into a resident’s expertise,” he says.
“Examine in out of your taxi, order a drink, summon the raise, and even see how busy the gymnasium is out of your mattress – each facet of the UX offers residents absolute management of their keep – serving to them actually really feel at residence.”
As soon as they’re in, residents can be handled to interiors with a wealthy visible method that features immersive wallpapers created in partnership with illustrator Marianne Rodrigues. Maximalist design components are additionally on show within the type of intertwining photographs of British and unique animals and foliage. These designs and illustrations all work collectively to create a way of depth and discovery, and every The Different Home area options bespoke particulars.
Naomi Heaton, CEO and founding father of The Different Home, sounds pleased with the outcomes: “Having a background in promoting, I utterly perceive the significance of name and model values,” she reveals. “The model proposition and with the ability to talk to individuals precisely what you might be is totally very important.
“We appointed DesignStudio after a big choice course of and labored hand-in-hand to articulate and visualise our clear imaginative and prescient for this new class inside the market. The result’s one thing we’re extremely pleased with; reimagining how individuals keep for a brand new era of acutely aware travellers.”