Client: Sofitel Dubai Downtown
Agency: Insignia Worldwide, UAE
Creative Director: Max Lucci
ACD/Copywriter: Smita Subramaniam
Art Director: Syed Umair
Sofitel Dubai Downtown was the third significant hotel opening in the city from Accor, located in the prestigious Downtown Dubai. The property needed a significant new positioning and engaging visual language to differentiate it from the existing hotels in this prestigious district.
Based on a unique insight of ‘refreshing new perspectives’ in hospitality. Much of the rationale behind this was inextricably linked to the famous artist ‘Vasarely’, who influences the interiors with the use of his geometric patterns and swathes of bold colour. Emotionally this new perspective in hospitality reflected the spirit of the colleagues, that deliver on the ‘Life is Magnifique’ Sofitel promise. A bespoke visual language in the form of intricate kaleidoscopes, with infinite possibilities in the composition was the chosen creative platform to communicate the rooms product and innovative dining proposition.