In the heart of Boston's buzzing Fenway neighbourhood, was an unloved motel dating back to 1959. This modernist shell has seen it all, from the legendary gigs to the infamous after parties that followed. The area has hosted many iconic bands such as The Velvet Underground, Ray Charles, The Rolling Stones, Aerosmith, The Who, Bruce Springsteen, Nirvana, the list is endless. Branding, naming, interiors, signage and web were all on the list to get this show back on the road.
The identity breaths new life into this ageing rockstar, drawing upon the indie roots and irreverent attitude from the neighbourhood's past. The core imagery hijacks the 'V' peace sign to stand for Verb, stacked 50's gig venue lightboxes are reimagined as the hotels signage, large scale rock quotes and lyrics fill the stairwells, such as 'Walk This Way' (Aerosmith), even the logo takes inspiration from the humble guitar plectrum.
This spirit flows into the rooms too with imagery of vinyl collections or guitar cases in the wardrobes, sliding bathroom doors reveal screaming fans or paparazzi and the directory takes inspiration from old lo-fi music zines and festival programs. There's also a reconditioned fifties typewriter in each room, incase guests wake in the night with inspiration for a new album.
Branding, Art Direction, Naming, Interiors, Signage, Copywriting
Brand Impact Awards: Highly Commended