Haymarket: A Fusion of History and Modernity

25AH Design Studio's Award-Winning Brand Identity for Haymarket By Scandic

25AH Design Studio drew inspiration from the building's rich history and the 1920's art deco movement. The concept, "Greta Garbo meets Lady Gaga," was used as a strategic tool in creating the brand identity. This concept allowed the team to create an identity that felt natural yet unexpected, blending the timeless charm of the past with the boldness of the present.

Haymarket By Scandic is a luxury hotel located in a building that was once home to PUB, a famous department store dating back to the early 20th century. The building also has a connection to Hollywood icon Greta Garbo, who used to work there before her rise to fame. This connection to history is evident in the brand identity, which is both timeless and modern. Luxurious materials are mixed with classic and contemporary typography, creating a unique visitor experience.

The design process involved creating over 200 different design units in various sizes and materials, from carpets and wallpapers to signs and matches. The print materials were crafted on uncoated paper, with books created in magazine size and folders in several sizes. Signs were crafted in brass and copper, adding to the luxurious feel of the hotel.

One of the challenges faced by the design team was convincing the client, hotel chain Scandic, to fully embrace the branding experience. This required the development of brand new designs for all entities of the communication to make the story and concept coherent. The result is a brand with a strong and true storytelling that takes visitors on a journey between the past and the present.

The project was carried out in Stockholm between 2013 and 2016, with the hotel opening on May 10th, 2016. The brand identity for Haymarket By Scandic has been recognized with the Golden A' Design Award, a prestigious accolade granted to marvelous, outstanding, and trendsetting creations that reflect the designer's prodigy and wisdom.

In conclusion, 25AH Design Studio's brand identity for Haymarket By Scandic is a testament to the power of design in telling a story. By drawing on the building's history and the art deco movement, the design team created a brand identity that is both timeless and modern, providing a unique visitor experience that takes guests on a journey between the past and the present.