Product / ServiceHOSPITALITY
CategoryA02. Rebrand / Refresh of an existing Brand: Consumer / Corporate / Non-profit
EntrantW&CIE Singapore, SINGAPORE
Idea Creation W&CIE Singapore, SINGAPORE


Name Company Position
Paul Groves W&cie Creative Director
Jean-Jacques Charais W&cie Senior Designer
Albane Van Eeckhout W&cie Designer
Cecile Gespard W&cie Senior designer
Romain Lachevre W&cie Brand Manager

The Campaign

Develop a vibrant and playful destination brand, breaking luxury codes thus creating a sense of belonging for stylish socializers. Each hotel emblem is designed by a well-known designer, blending French touch and Local flair.

Creative Execution

City hotels and resorts are differentiated thanks to a dual territory and their emblem, beautifully combining with the Brand’s identity. Black, white and gold – shared through the Sofitel family – are enhanced by each of their vivid complimentary colours. The identity beats to the rythme of the Pulse, inspired by post-modern digital culture and Glitch Art. It spreads to every touchpoint and electrifies the dual territory created for city hotels and resorts. A customized typography, a unique iconographic style, and punchy and tongue-in-cheek tone of voice animate more than 150 collaterals and signage elements as well as marketing materials.

Indication of how successful the outcome was in the market

With four addresses already open in Asia and five more coming in the next two years including properties in Europe and South America (Rio, Paris, Auckland, Kuala Lumpur, Sydney), the Brand is starting to be well established and raises its voice across new markets.

Each SO Sofitel hotel is inspired and identified by its city of location (SO Singapore, SO Bangkok, SO Mauritius, SO Hua Hin, etc.) , and a unique Emblem created by masters of style (Karl Lagerfeld, Kenzo Takada, Monsieur Christian Lacroix).