Challenge
What do the former Royal Astor Hotel and the brand-new Upstairs Hotel have in common? Great question! Nothing, actually. Well, aside from the location – an elegant property in Ostend’s Hertstraat, just a short stroll away from the beach. The former Royal Astor Hotel was a traditional hotel, designed for the English tourist market. It belonged to a dated narrative, in a setting that was also on the decline. The new owners bought the building intending to strip it back to the bone and develop a new concept with it.
A completely new target group was defined for the new concept’s development. Upstairs Hotel was to become a home to unconventional travellers
Brand concept
A sound strategic process yielded a clear path forward. Upstairs Hotel was destined to become a unique urban getaway in the centre of a vibrant seaside resort, the ‘Queen of Seaside Resorts’. The metamorphosis was profound.
Only the shell remained. During the construction of a totally new urban hotel concept, a new, young, and trendy story was penned, a brand story permeating every square metre, down to the smallest joint. The approach was holistic, down to the last detail, so that it encompasses far more than the mere development of a graphic identity for a new hotel.
Skinn took charge of the spatial identity in this new story. From the architecture to the interior to the furnishing, all the way down to the materials, style and all brand experiences.
The interior concept and a mix of typeface designs are the foundation of the Upstairs Hotel’s graphic identity. This has been incorporated in every touchpoint, from the design of each room to the development of the new website.
The ground floor was transformed into a cosy hub in the heart of the city. Hire a conference room, get down to business in a co-working spot, play a game of ping-pong, or simply kick back and relax in a lounge chair with a view of the breathtaking slide – the sky’s the limit. The old swimming pool was renovated into an exceptional presentation area. Plays can even be performed in the ‘pit’.
Interior design
A playful, urban world has lurked behind the stately black facade. The rich diversity of natural materials was meticulously selected by skinn’s designers.
The room types have been named after the different sizes of the Upstairs font: small, medium, large and extra-large.
With 96 renovated rooms Upstairs Hotel became one of Ostend’s largest hotels. The whole building underwent a complete metamorphosis. Today, guests can enjoy breakfast in a room that works perfectly as a hip and trendy restaurant. The concept and brand identity as a whole extends all the way up to the top floor.
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