A modern city hotel Stage 12 has opened in the center of Innsbruck, on the site of a former theatre Volksbühne. And hand in hand with a new hotel comes a new branding concept. The new identity designed by Icarus Creative (previously) perfectly communicates both visually and verbally the hotel’s special location on one of Innsbruck’s main shopping streets as well as its international flair. The branding and visual identity honor the unique history of the site from its name to the logo form and stationery, transforming the hotel into an urban stage.
The sites unique history as a theatre is utilized in all printed media and advertising material. Instead of the typical Tyrolean clichés and local tourism messages often seen in the marketing of hotels of the area, Icarus created an international design language, stylized line art illustrations, modern typography and a fresh, bold color combination of pink, emerald, and mustard yellow to stand out from the rest. The concept is an interesting combination of traditional theatre charm and contemporary taste.
A perfect example of this is the beautiful use of leather embossed Gmund paper together with a letterpressed gold logo, and the line art illustrations used in both paper stationery as well as in the guide signs made of brass. While these small, yet greatly important details create an elegant, luxuriously authentic experience, the cheeky door handle signs suggest humor is not forgotten either. The Stage 12 hotel branding reminds you of the simple fact; relax, have fun, you’re on a holiday!