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2022.01
POOL HOUSE TERRACE
풀 하우스 테라스
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CLIENT
앰배서더 서울 풀만 호텔
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INDUSTRY
F&B -
SERVICE
Creative Strategy ,
Branding(BI) ,
Verbal Identity ,
Signage
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THE CLIENT
클라이언트
The Ambassador Seoul - A Pullman Hotel, located in the center of Seoul, is the first privately managed hotel in Korea and has been maintained since 1955. Based on its historical heritage, it is a luxury hotel that provides the best stay experience and quality service to its guests. The Ambassador Seoul - A Pullman Hotel undertook a rebranding of the entire hotel based on its unique heritage to provide a more special experience to its guests, and launched a poolside restaurant and Pool House Terrace branding project to match the new outlook.
서울의 중심에 위치한 앰배서더 서울 풀만 호텔은 국내 첫 민영 호텔로써 1955년부터 현재까지 지켜온 유서 깊은 헤리티지를 토대로 고객에게 최상의 투숙 경험과 품격있는 서비스를 선사하는 럭셔리 호텔입니다. 앰배서더 서울 풀만 호텔은 고객에게 더욱 특별한 경험을 선사하고자 고유한 헤리티지를 기반으로 호텔 전반의 리브랜딩을 진행하였으며 이와 어울리는 풀사이드 레스토랑인 풀하우스 테라스 브랜딩 프로젝트를 착수하였습니다
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THE OBJECTIVE
목적
The Ambassador Seoul - A Pullman Hotel, where heritage and modernity coexist since 1955, is expressed with the keywords of Heritage x High-end / Classic x Contemporary / Old x New under the concept of ‘East Meets West’. It is an F&B brand that coexists with two opposing concepts based on intrinsic value, which means providing customers with a premium lifestyle. YNL Design has established the concept of the Pool House Terrace located on the rooftop of The Ambassador Seoul - A Pullman Hotel as 'my own leisurely rest in the city of Seoul'. We built the brand essence of 'Entering Paradise' to create a differentiated brand experience that allows you to enjoy a variety of dining experiences, and create a modern and sophisticated tone and experience for customers at Pool House Terrace, where a variety of experiences from the pool and bar to dining coexist.
1955년 부터 이어온 헤리티지와 모던함이 공존하는 앰배서더 서울 풀만의 모습을 ‘East Meets West’라는 컨셉으로 Heritage x High-end / Classic x Contemporary / Old x New 키워드로 표현하였습니다. 본질적 가치 기반으로 두 가지의 상반된 컨셉이 함께 공존하는 F&B 브랜드로 고객들에게 프리미엄한 라이프스타일을 선사한다는 의미를 담았습니다. YNL Design은 앰배서더 서울 풀만 호텔의 루프탑에 위치한 풀하우스 테라스의 컨셉을 ‘도심 속 나만의 여유로운 휴식’이라고 정립했습니다. 다양한 다이닝 경험을 즐길 수 있는 차별화된 브랜드만의 경험을 ‘Entering Paradise’라는 브랜드 에센스를 구축하고 풀장과 바부터 다이닝까지 다양한 경험이 공존하는 풀하우스 테라스만의 다채롭고 프리미엄한 고객 경험을 모던하고 세련된 톤앤매너로 구축하고자 했습니다.
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THE SOLUTION
해결방안
Based on the design concept of ‘Journey to My Own Paradise’, we developed a sophisticated symbol in the form of a door and a staircase leading to your own paradise. The symbol of The Ambassador Seoul - A Pullman Hotel’s heritage is expressed in the form of a birdcage and a birdcage that can fly freely in the form of an open symbol to visualize a relaxed atmosphere. Inspired by the ART DECO visual style, which is synonymous with luxury, glamour, and exuberance, the differentiated experience of a Pool House Terrace where various spaces and experiences coexist, create the value of a rich and attractive premium lifestyle. The rich experience of the coexistence of the bar to dining space, the freely open space, and the leisurely pool are visually expressed in the brand identity, embodying the unique brand value of Pool House Terrace. Dark navy, calm warm white and gold color express the luxurious experience of the city view and calm atmosphere that can be seen from the rooftop of The Ambassador Seoul - A Pullman Hotel. Based on the color system of the Pool House Terrace, dark navy, the main color, is expressed in a paint finish on the signage with a luxurious gold trim.
‘Entering Paradise : 나만의 파라다이스로의 여행’이라는 디자인 컨셉을 나만의 파라다이스로 향하는 문과 계단이 결합된 형태의 세련된 심볼을 개발하였습니다. 앰배서더 서울 풀만의 헤리티지가 담긴 심볼의 새장 형태와 자유로이 날아갈 수 있는 새장의 모습을 오픈된 심볼 형태로 표현하여 여유로운 분위기를 시각화하였습니다. 고급스러움(luxury), 매혹적(glamour), 풍부함(exuberance)의 대명사인ART DECO 시각양식에서 영감을 받아 다양한 공간과 경험이 공존하는 풀하우스 테라스의 차별화된 경험을 풍부하고 매력적인 프리미엄 라이프스타일의 가치를 담아냈습니다. BAR to DINING 공간이 공존하는 풍요로운 경험, 자유로이 오픈된 공간, 그리고 여유로운 풀장의 모습을 시각적으로 브랜드 아이덴티티에 표현하여 POOL HOUSE TERRACE만의 브랜드 가치를 녹였습니다. 서울의 중심에 위치한 앰배서더 서울 풀만 호텔 루프탑에서 볼 수 있는 도시의 전경과 차분한 분위기의 럭셔리한 경험을 다크 네이비와 차분한 웜 화이트, 골드로 표현합니다. 풀하우스 테라스의 컬러 시스템를 기반으로 골드 트림에 메인 컬러인 다크네이비를 분채 도장 마감으로 표현하여 풀하우스 테라스만의 키 컬러를 과감히 보여줍니다.
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