One of the world’s most crafted hotel brands, St. Regis required a robust strategy for localisation of their first branded property in the Middle East along with custodianship and implementation of a complete range of operational collateral. The design structure and templates which Genius Loci created have since been adopted by St. Regis globally and rolled out across all their properties.
Genius Loci was contracted as brand custodians for this premium project. Consisting of over 300 rooms, a retail district, seven serviced residential buildings, over 50 premium villas plus multiple food & beverage and recreation facilities, we ensured that the newly updated St. Regis brand was properly communicated across all touch points.
We devised a strategy for localisation of the brand into the Arabic market and developed a complete range of operational collateral which was brought to life through elegant design, high-quality production techniques and elegant photography. We also created unique brands for the food & beverage outlets, with each requiring naming, identity development and bespoke menu designs along with collateral and marketing material; all produced to the same exacting standards as the main property brand.
In addition, our specialised signage and wayfinding team developed a thorough and focused destination wide wayfinding strategy, bringing clarity to what was an extremely complex problem. Various suites of bespoke signage were then designed and produced to complement the various resort environments.
