Client Showcase: b on brand Completes Three New Hotels for Lotte L7

 

 

 

The last of three hotels on which b. on brand consulted, opened this month in Seoul, South Korea.

 

L7 Hotels is a new hospitality product developed by Lotte Hotels Group.

 

In spring of 2017, b. on brand was commissioned to re-establish the concept model including the hotel’s brand experience and design (read about it here.)

 

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The key deliverable was a unified brand concept that permitted each property to have its own identity.

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b. on brand developed a host of brand signatures for three Seoul city locations: Myeongdong, Gangnam, and Hongdae.

 

 

b. on brand reviewed countless submissions for art installations for the hotels. With Gangnam, the brand’s signature yellow was dialed back to only minimal use, such as in the ground floor entry hall.

The key deliverable was a unified brand concept that permitted each property to have its own identity, reflecting the unique character and lifestyle of each individual districts.

 

“With Gangnam, we wanted an elevated glamour that would not only showcase the ‘Gangnam Style,’ that it has become so famous for, but also harken to the district’s not-so-distant past as farmland,” says Bertrand Pellegrin, who led the creative and concept development.

 

 

 

L7 Gangnam needed to reflect the glamour that is already a signature of this district in Seoul, but b. on brand felt it was essential to highlight the agricultural history of the neighborhood. At top, archival photos of Gangnam’s past.

 

Vintage photographs of the district are exhibited on lobby walls, giving context and a sense of place against a background of rich finishes and sleek furnishings.

“I really wanted to integrate some sort of monolithic mineral or raw stone component to the design to really bring more humble materials into the experience,” says Bertrand. “As with any project, not everything makes it in.”

 

As with all L7 Hotels, an intuitive guest journey is tailored to both Millennial business travelers and local tourists.

 

The Gangnam location is also the first with self-check-on kiosks.

 

 

 

At top, the exterior of L7 Hongdae; a wall installation by a local artist; and the check-in area with bespoke podium trunks.

With Hongdae, the district’s historically bohemian reputation takes center stage.

 

The Hongdae L7 features distinctly artistic and cultural design and programming elements that have already made it a popular destination for locals.

 

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A group of turntables  is an instant success. Guests can play vinyl records or take in a live acoustic show in the adjacent lounge.

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“Our primary goal was to make the heart of the hotel’s experience built around community spaces that include zoned areas for work, play, and socializing,” says Bertrand.

 

 

b. on brand spent considerable time evaluating competitors and developing distinctive art, design, and programming features.

“Our challenge was as much about design as it was about programming the spaces to be able to perform multiple purposes.”

 

With this hotel, b. on brand developed elements of discovery and interaction, such as vintage telephones that permit guests to hear recorded music or poetry, framed “portraits” on walls that, upon closer inspection, are in fact painterly video installations of real people.

 

 

 

L7 Hongdae features informal spaces that can adapt to a multitude of purposes. At top, guests enjoy the view while listening to music on a turntable. At bottom, a live interview event. Unlike L7 Gangnam, the young, target demographic makes the space their own.

One of the instant successes in the lounge area is a group of turntables where guests can play vinyl records (an homage to Hongdae’s famous vinyl bars), or take in a live acoustic show in the adjacent lounge.

 

“L7 Hotels is poised to be one of Lotte Hotel Group’s most successful hospitality projects,” says Bertrand. “We are excited to see how the brand evolve as they move into other Asia markets.”

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