HOTEL FRANTZ

IDENTITY

25AH, 2019

PROJECT DESCRIPTION

A boutique hotel located in a building from 1647, right in between the Old Town and the younger, more vibrant, district of Södermalm in Stockholm. Part of highlighting the history of the building was to name the hotel after the man who commissioned its construction - a master tailor named Frantz Bock.

Assigned to create the identity for the new hotel, we built the story and brand around Frantz and his profession, aiming to create a ‘House of Frantz’, mixing influences from fashion with the feeling of a home away from home.

The use of materials like gold debossed leather, and details like leather tassels and a custom-made pattern, were essential in creating a sense of fashion. A typographic treatment was also used as a conceptual interpretation of seams that run along the edges of garments. 

An important factor for the client was to have every item feel custom-made, as well as balancing the history and heritage with the fresh and modern. The same ideas were also carried over to the website and photography.