By carrying out qualitative research of different stakeholders, and a process of observation at the hotel and co-creation with our client, we defined a communication strategy that focuses on the digital channel and hotel concierge experience. This was a creative solution conceived with an informative double objective that would also allow constant updating of its contents in line with the values of the hotel brand.

The color palette of the website and the illustrations use the style manual of the hotel chain as a guide. We also added a neutral color to help organize the blocks of information in a level of priority and separate them.

Challenge

When we received the client’s brief, we realized that we had to create a communication project that would leave room for growth in the coming years, in terms of both content and additional sections. The hotel was going to be renovating its design during the next four years, and we were tasked to make a connection between the history of the hotel and the city. The building, which is located in the El Raval neighborhood in the middle of Las Ramblas, provided us with the possibility connect the guests with interesting places that are not otherwise known to visitors.

The objective of the website is to create a link between Le Méridien and the city, as well as highlight the new designs of the rooms, the furniture, and the added value of service that the hotel has incorporated.

Process

In order to understand the needs of the user and communication opportunities, we carried out research on users and the professionals of the hotel (from the concierge to management) observing from within their key areas, the ways they use the website and the flow the users and personnel follow. By working in conjunction with the Le Méridien team, we had more information to work with which gave us insight that helped establish a communication strategy: The user with whom we had to connect had to be a traveler who sought to discover hidden corners in the city, often associated with culture and creativity.

We had to connect with our audience by showing them the added values of the new rooms, and their bond with the city and its neighbors. And lastly, we had to use the project as something we could equip the Le Méridien team with, a unique communication tool to offer and show their guests.

In order to explain the remodeling effectively, we created a brief interactive experience on the website that invites users to enter every space of the hotel that has either already been renovated, or that will be in the future. It allows them to discover each secret that that renovation has brought. A visual grid acts as an overview for a much quicker search.
The hierarchy and codification of the text blocks work as a visual resource to make the content lighter and more dynamic. They are a means to help the user focus on the different levels of information that the hotel wished to communicate.

During the process, we worked with the visual style of the brand and linked the new elements in the rooms with local designers and artists. We made illustrations, videos, and iconography to convey to the user that the ambiance of the new spaces is elegant, functional, and comfortable.

We connect with the users by letting them know they will get to experience “The Unexpected Barcelona.” We make good on this claim by helping guests discover special places in Barcelona based on elements the hotel values: Gastronomy, culture, and the location of the hotel.

With the help of a website that links the added elements of the new rooms to Barcelona, we show guests neighborhoods that surround the hotel, guided by people who are in the know about the culture and creativity of the city. They show us their daily lives, taking us to their favorite spots in the barrio.

The first person featured was Alfonso de la Fuente. He is the co-founder of the shoe brand Maians, an interior designer, and has known El Raval inside and out since the 80’s – the era he began designing different places in the neighborhood. He took us to legendary spots like the bar La Confitería, showed us hidden urban art like the the artist SIXE’s graffiti mural dedicated to Miró, and Frankie Gallo Cha Cha Cha, the new pizzeria of the Colombo brothers from Venice.

These excursions were presented in video, curated and produced by Toormix, directed by Cristina Tomàs, in collaboration with the Le Méridien communications team.

Conclusion

The Unexpected Barcelona is a space that is constantly growing, connecting the city to the unique design elements of the new rooms in the Le Méridien Hotel. It shows its guests the hidden gems found in the city’s neighborhoods related to gastronomy, culture, and even the city itself.

theunexpected.barcelona

What we did

  • Brand strategy
  • Identity & communication
  • Digital experience
  • Research
  • Creative direction
  • Web design & development
  • Curatorship
  • Conceptualization & audiovisual production