Cloud.7
A Local Loving Hub-Hotel for The Next Generation Traveller
A Local Loving Hub-Hotel for The Next Generation Traveller
With growing competition in the hospitality industry and rapidly evolving travel trends focused on human experiences now commonplace, traditional hotel brands have been forced to revaluate their offerings, positioning in the marketplace as well as their tonality and brand communications.
We were asked by the Kerten group, known for operating the iconic ‘House Hotel’ chain of hotels, to create and deliver a new forward-thinking hotel brand with the objective of catering for the rapidly growing millennial market and responding to their very specific needs and lifestyle demands.
The Art of Spontaneous Living
Cloud.7 breaks all the traditional rules of hotel design and branding and puts the social needs and creative aspirations of the new generation guest at the very heart of the hotels design and functionality.
We began by first working out a unique strategic positioning for the hotels in a very crowded marketplace and then developed an appropriate and memorable name for the brand – ‘Cloud 7’, designed to attract and resonate with the younger millenial traveller. Inspired by the freshness of the outdoors and the soft beauty of the clouds in the sky, the final outcome was a brand with attitude as well as beauty, youthful spirit and plenty of street cred.
Take a walk in the clouds
Cloud.7 is no ordinary hotel but more of an environment and a social platform to connect—with other travellers, and the local community.
After beginning life as the new kid on the block – The new, affordable and rapidly expanding Cloud.7 hotel chain has become the destination of choice for the young and adventurous, for the spontaneous generation of travellers who choose to live their lives by a new set of rules based on technology freedom and experience.
An identity designed with the future in mind
The monochromatic identity is bold and confident in look and feel. Using an eclectic mix of strong typography, illustration and moody black and white photography to create a look that stands out amongst its competitive set.
The brand language is simple and stylish in presentation. Created with the future in mind, the brand mark, consisting of the name and the C7 logo, was designed to flex and evolve with time. A unique identity designed to incorporate additional creative content and fresh iconography to keep in step with future trends and styles. A unique visual identity designed to always look fresh and withstand the test of time.
A social hub
At its heart, the reception-less reception acts as social hub where guests can meet friends and mingle with the like-minded, the curious and the more connected. The spontaneous spirit and energy of today’s youthful travellers is reflected in the design of all the common areas. Original art pieces are integral to the brand and hang on the walls. An eclectic mix of localised curios and sculpture add to the creative mix. The simple rooms offer a quiet escape from the energy and buzz of the social areas.
Times are truly changing in the hotel world and Cloud.7 is leading the way. A strong use of technology throughout makes the Cloud7 stay comfortable, easy and ‘up to the minute’ – from opening your room door, to shutting their curtains – a smart phone is all you need
“We have found a real partner in i-am. They are so much more than a supplier, their belief, dedication and determination is one of the elements that has significantly contributed to the brand foundation we are now building our future upon.”
