Protea Hotel Fire & Ice! By Marriott E-Book Concept

CAPE TOWN #AlwaysDifferent

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PROTEA HOTEL FIRE & ICE! BY MARRIOTT

A quick dive into what the Fire & Ice Brand could be and how the Cape Town Hotel is spearheading this.

CONTENTS ABOUT US Why We Exist What We Are/What We Are Not Brand Positioning Our Credos

STYLE & DESIGN Design Elements Public Spaces Guest Rooms & Bathroom Elements

BRAND EXPERIENCE Restaurant & Bar Art Installations

BRAND IDENTITY Influences Color Palettes

1. ABOUT US “THERE WILL BE PEOPLE THAT LIKE US...AND PEOPLE WE DON’T CARE ABOUT!” -ARTHUR GILLIS

WHY WE EXIST

“LOVE US, HATE US. YOU WILL REMEMBER US...”

From long h ours l the h oung ustle ing at and b crunc Clifto u s tle of h of F n bea the C ynbos ch, to tootin BD. Fr in mo g of t om th rning axi’s i e to the n the hooti aftern ng an Cape oon. d Town is a pl and t aygro hrill, w und t hile a and r hat ca l s o bein eflect n exh g a sa . It’s t ilarat sophi nctua he pla e sticat ry to r c e w i o h n mee elax the w ere ur orld. ts the ban natur al wo nders We ar of e here to cre execu ate a tives space can fi seeke where n d rs can their busy f l f o i nd so w, an Our g d m oal is leisur e exc to cre e iteme your o a te a s nt in t wn pa pace he hu ce an terms for yo stle. d enjo . u to d y the i scove city o r n you r own

🔥&❄️Cape Town

: E R A E W

: T O N E R A WE

fu l y a l P eky e h C y Edg y rk Qui t in g s p e Acc aneou nt e t ic Spo g o l po U n a t iv e ac P ro K IF F

WHAT WE ARE...

WHAT WE ARE NOT!..

y Laz e Rud ant g A rro e s s el Car ud t m s i t e E li n th e i k c ra t e S tu d i ns I n c o iv e ct Rea K K@

POSITIONING THE BRAND “ A BRAND IS A REASON TO CHOOSE.” -Cheryl Burgess

TER C A AR irit H p s C l ivia ND v A n R o c B nt & ra A vib

ian n o t ape S C L y A r GO pora D m N e BRA lect cont Ref ect n n t o e h r c cultu e & delig share & ris to ce n e i r Surp c space xpe i e t l c e t e ho Ecl e v i t va Inno

GUIDI NG PR INCIP Puttin LES g com m

unity & cult ure at We en the he deavo art of r to su sourc all we p ing go port o do. ods fr ur loc Curre al com om ou ntly w r munit i m e suppo media busin y by rt the te sur esses round follow within s Ceram ing co a 3km m ics (c d m i stanc unity offee Pillow e from m ugs) s for p us: u b Flora l i c areas for pu b lic spa Artist ces s for w all mu rals & graffi ti

OUR CREDOS PLAYFUL, NOT DISTRACTED...

We are playful, but we don’t get distracted from making sure that our guests get the attention and service they deserve.

UNAFRAID...

We are unafraid....

Unafraid to be courselves...

Unafraid to let our guest be themselves...

Unafraid to serve confidently...

“IF YOU ARE A LITTLE PLAYFUL WITH LIFE, EVERY MOMENT IS A CELEBRATION.” -SADHGURU CONSIDERANT.

We read our guests moods so that we know where they want to Hustle, or if they need some space to find their Flow

VIBRANT.

Energetic, & buzzing with positive vibes.

Ready to serve, dance or dazzle with a cheeky smile.

Our vibrant nature will make our guests creative juices flow.

2. STYLE & DESIGN

, pness r a h s t, emen v o m , E tivity. e L c r a u T t d S n n e a v HU e rancy sh, ad b u i r v may b , , y e l g m t r s s i e u n m h th and E a h n m t r i y a d w , w d , , ess ociate assion , reds s livelin p s s , a w e o s v l i l s ye eling n, dr rmth. a e o a f i h t w i e c f b h u o T s m se ent, a olours a sen c m e t g t n i n i a c r r ex ib nb sm. V ns ca a i w s o u r h b ch ent and ri s e g y. oran rmon a h d an lance , a b , s s focus e l e t b r o y f FLOW m, organic ef with flow ma ace. Neutral d e s cal and p ociate l tone y s Cool, o t s i o a v i c t s ith rea eling ing, c ired w a h t The fe p o , l o e beig a coo , tion, s e s a t e x a t i a e l cr re wh hues ch as e u u s l s b e nd ton reen a g s a such . ment n o r i v en

THE DESIGN ELEMENTS “BALANCE IS NOT SOMETHING YOU FIND, IT’S SOMETHING YOU CREATE” -JANA KINGSFORD

PUBLIC SPACES RECEPTION (HUSTLE AREA)

Bright/large colourful murals which bring the city to life in the hotel.

African-inspired decor elements as a nod to Cape Town’s culture Warm messages through neon lights, inspired by street lights. Must be Instagram-able pieces for people to engage with – same with interesting pieces of furniture.

Wall features inspired by urban/city life or textures – treated in an aesthetically pleasing decorative way.

LOUNGE/BAR (HUSTLE AREA) Warm dynamic lighting or hanging lighting suggestive of street lights.

Urban elements of furniture within the work space to bring a sense of urban life, even in leisure (i.e. steel coffee table, corrugated iron wall decor or dividers.)

Warm messages through neon lights, inspired by streetlights. The lights can also act as Instagram-able pieces for people to engage with – adding fun and excitement to the space.

Spaces for Instagram-able moments, such as a swing to relax on or pod spaces to lounge on.

RESTAURANT AREA (FLOW AREA)

Natural lighting to create a sense of warmth, ease and calm Juxtaposition of urban materials (such as steel and brick) with nature and natural textures to create contrast.

Plants to be central to this area. With added lighting in the plants to further enhance the idea of the outside coming in Rounded, organic cushioned furniture can be paired with hard, rigid, solid furniture.

CORR

ID

O RS/ (HUS PASS TLE A REA) AG ES

Artwo rk/pa tterni move ng tha ment t sugg .

R o of & fl canva ests oors t s o be u Indus sed a trial e s lemen will th t s to p e face ull thr brick wood ough w alls. M , conc in line etal to rete Natur replac al tex e t u r e com vinyl. ing th rough lightin wall a g to b rt or e a fe differ ature ing sp . LED s aces, chang trips i a n d at d n ing co ifferin lours day to g heig at diff const hts. e r e a n n t time arrivin tly giv s of th g e gue e sts a f eeling of

PU

OO R H T A B B L IC

MS

AREA) (HUSTLE

s ble area at a m a r g ations th ll Insta a t s in irky with Fun & qu n theme w change o s it e ll to hav Each sta possible e r e h w ive interact e xperienc e e il t c a T

OM O R T S GUE )

S

& FLOW E L T S (HU

g lectin f e r s e ri Flow”. o & g e e l t t s ent ca of “Hu s t n Differ e em ent el differ

r ms: interio o o t o n R i i cter fit chara Hustle g graf

nd oratin ality a n o s r Incorp e adds p e n g i s e d of Cap y . t i e C c he d spa ts of T old an to any n b e g m n i e . us ng el décor ce by l a l p a Bringi r s e e ov into th to the s t n Town e em rful el colou or ones t l : a s r Room urs and natu artwork w o l F o gh al col throu g n Neutr i m es co r r. nt u t x deco te mbie d a n a m r a a ure od in g or w o furnit n i t m h arm ral lig eaw t a •Natu e r c ms ng to ic for h p lighti a r . cg space rgani o h t small i w ecals d l l a W

R

ROO H T A B OOM

(FLOW)

M

s or s, shape m r o f d , rounde Organic r. of s in deco the idea g in r b n element ca tural life a n g in d e’ to life Ad id s in g d comin e injecte b o t s ‘the city s e of quirkin g” in the s in t iv n d e o m ‘n Ele ke ording li w ; ie ; ly t sub tiles shower

3. BRAND EXPERIENCE

RESTUARANT & BAR CONC EPT: "Hu

stle & Flow," dynam where ic am culina bianc exper ry inn e to r ience ovatio e defin . Insp n mee Cape e the ired b ts Town d y the ining , our r v the d i b rant h estau ualitie eartb rant a s o city li eat of f urba nd ba fe and n livin r cele brate g and the se amles the h ustle s flow of NAMI of div NG CO erse f lavors NVEN "Hust . le & F T I O N: low" e conce ncaps pt. It's ulates not ju dicho the sp st a re tomy irit of staur of exp our Whet a n e t r ; it's a her yo ience s, a du u see mom k an a al cel ent o drena ebrat f tran both ion. line ru quility desire s h , H or a ustle s with & Flow in its contr cater asting s to space s

u GE N " as yo w U o l F O HE L rt of "Hustle & T N I a LE ng he i l t s HUST u b ea.

e r g nge A nto th i u linkin o p L c e , t e s l S t e s b u vi the H rgetic an e n e enter ests c th i u w g g e e r v whe bracin , ge ali r m n e e u t , t o l s ha ao e the ies an ated c d ant ch r o m i b b Pictur i n v a em he s, and ustle H es in t v e l e h s T glasse m e. se the spher r o e m m t a im d -pace t ve . s a f ho cra y vibe the l w e v e i l s ho and re d for t e urban n g i nu he s e e d m s i e ct for Th e ce . f a r g p e n s i p in ic es, ynam ocial d all bit s f m o s t f This d o en array . citem g x n e i z i e l ations a th s t r n e a v t n co or res a t mirr rking a a featu h p t s s l ai t g and cockt erfec p e r sharin a u t g in na ustle provid aft sig H r , c e e l h t s t T s u is e. ixolog f the h spher e o o m y r m g u t r a O e ere th y n h l e e w v t , i l n n ee he bra light. d be s nt to t the vi e n e d a m i y e r n se na pa h culi ace to t l i accom p w e s h rge e is t conve y Loung t i c of the pulse

FLOW IN THE Trans RESTA itionin g into URAN escap the Fl e the T o w h , gue ustl pe

e, find sts ca acefu n ing so l dinin lace in g exp contr erienc asts t a o harm e, allo wing t onize. he The m enu ta kes a intros more pectiv refine e app that e d and roach mpha , focu s i z e sub sing o ingred tle fla n dish ients. vors a es nd se asona l This t ranqu il spac excell e is an ence, oasis w h cente ere si of cul gnatu r stag inary r e e .

The Fl dishe celeb s take ow Di ration ning A of the flavor rea is seam s, pro a l e s v s i d f ing a p low of the hu erfec divers stle o t coun f the l e ounge terpo int to .

ART INSTALLATIONS “THE CHIEF ENEMY OF CREATIVITY IS SENSE...”

-PABLO PICASSO

4. BRAND IDENTITY

OUR FASHION INFLUENCES TREND OUR CITY Cape Town is a playground that can exhilarate and thrill, while also being a sanctuary to relax and reflect. It’s the place where urban sophistication meets the natural wonders of the world.

“WE DON’T MAKE MISTAKES, JUST HAPPY ACCIDENTS...”

-BOB ROSS

OUR BUILDING The building is jam packed with interesting elements to pull a story line thread from. The prominent thread is the industrial/warehouse feeling to most spaces. Face brick, open ceilings, open pipes & trunking are a few of the elements that have inspired our direction for the hotels identity

COLOUR PALETTES

THE PALETTE TAKES CUES FROM GRITTY PUNK STREET ART IN CAPE TOWN, INFUSING SOPHISTICATION AND VIBRANCY. THIS BLEND ADDS A PLAYFUL TOUCH, CREATING AN EDGY, MODERN ATMOSPHERE INSPIRED

BY THE CITY'S DYNAMIC CULTURAL LANDSCAPE.

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