PROJECT OVERVIEW:

Hotel Melby, A Tapestry Hotel

CONTEXT:

A Singular Jewel in the Heart of Melbourne

Situated smack-dab in the vibrant core of Melbourne, FL, Hotel Melby stands as downtown's exclusive independent lifestyle hotel. Amidst spaces teeming with local culture, art expressions, and a unique connection to the Space Coast, our hotel exists as its own little universe. Despite our privileged location, we faced an identity puzzle. The question posed to our branding team was not about blending into the landscape but about resonating with a unique frequency that is unmistakably Hotel Melby.

THE CHALLENGE:

Harmonizing Passions

Hotel Melby is an extraordinary hub in Melbourne, FL, where the extraordinary worlds of archaeology, airplane travel, aboriginal art, graffiti street art, and space exploration converge. Each of these themes feeds into a potent, dynamic melting pot of experiences unique to our hotel. The challenge was to turn our eclectic collection of themes into a cohesive, meaningful story.

Our goal was to move beyond the norm, to offer a depth of experience that was not just luxurious but fascinating, engaging, and immersive. We strove to breathe life into Hotel Melby by richly integrating our diverse themes into a dynamic web of interactions that resonated with our broad array of guests- from the space industry professionals and art enthusiasts to coastal vacationers and wedding travelers.

THE CONCEPT:

A Tapestry Of Discovery Unfolds

“REAL DISCOVERY CONSISTS NOT IN SEEKING NEW LANDSCAPES, BUT IN HAVING NEW EYES.” - MARCEL PROUST

The essence of discovery lies in the journey itself, a dynamic and ever-evolving process that transcends finite goals and nurtures growth, understanding, and a passion for unearthing new insights. Hotel Melby celebrates the spirit of discovery, inviting you to dive into a world abundant with hidden gems, intriguing curiosities, and the vibrant heart of Melbourne, FL. Immerse yourself in a realm of exploration, where curiosity, intelligence, and passion converge, creating an enriching experience for the inquisitive mind.

VISUAL LANGUAGE:

The Archeologist

As the branding team behind Hotel Melby, we designed an environment that echoes Melbourne's eclectic spirit, creating a sensory journey through the use of raw and refined materials. The interplay of wood and stone against sleek metals and glass mirrors the city's balance between nature and urban development, creating intrigue and inviting discovery. Inspired by local landmarks and Christopher Maslow's vibrant graffiti artistry, we incorporated symbols and elements into the design. These layers, akin to those uncovered in an archeological dig or a graffiti-filled wall, encourage guests to explore not just our hotel, but also the city's artistic and cultural essence at their own pace.

SIGNATURE ACTIVATION:

Maslow’s Art Studio Pop-Up

Discover the captivating world of Hotel Melby through Maslow’s Art Studio Pop-Up, a dynamic experience that travels the hotel, offering fresh perspectives at each location. Witness vibrant masterpieces by local artists and indulge in specialty cocktails. Gain exclusive access with a “Secrets of Melby” Membership Card (which doubles as a message decoder) revealing the Pop-Up’s hidden location, inviting you on an artistic exploration where curiosity leads the way and every corner of Hotel Melby offers opportunities to delve deeper into the enigmatic world of art and creativity.

OUTCOME:

Renewed Aura

Hotel Melby's Vibrant EvolutionIn the heart of downtown Melbourne, FL, the rebirth of Hotel Melby heralds a fresh chapter in our unique lifestyle hotel's narrative. The transformation from a beautiful albeit nondescript hotel into a destination full of rich themes and distracting contradictions was deliberate, careful, and detailed.

Through our rebranding process, we introduced operational clarity, ensuring a consistent and memorable guest experience across all touchpoints. From the Foxtail Coffee shop where day starts with aromatic brews, to the panoramic rooftop bar serving captivating sunsets, every interaction mirrors the vibrant and unique ethos of Hotel Melby.

Guests at Hotel Melby are not merely staying overnight, they're embarking on a personal journey of discovery, one room at a time.

The visible changes, made better by the subtle contradictions of our vibrant brand pillars, have breathed new life into the entire property. Hotel Melby now clearly stands as a beacon of creativity and discovery amidst Melbourne's downtown scene, setting a noteworthy standard for experiential accommodation

WEBSITE:
Hotel Melby