A House Full Of Stories
A House Full Of Stories
Strawberry is constructing Hotel Draken, which is set to open in the fall of 2023. The hotel boasts 34 floors, 474 rooms, three restaurants, a spa, a cinema, conference spaces, and more. The assignment includes developing an overarching communication concept and a launch campaign for Hotel Draken.
The communication concept is based on an evolution of the vision behind Hotel Draken – Amplify Gothenburg Culture. For Gothenburg locals and future hotel guests, it signifies surprises, new impressions, spontaneous encounters, unexpected experiences, and fresh perspectives. This led to the overarching concept – A House Full Of Stories.
Hotel Draken serves as an amplifier of Gothenburg's cultural scene and a meeting place that surprises on every level. With strong ties to the local entertainment scene, the hotel acts as a link between the lively bars of the main streets and the flickering flashes of premieres.
Initially, a broad launch campaign is implemented to generate awareness and pique curiosity ahead of the hotel's opening. The starting point has been the cultural forms already associated with the location and the name, the distinctive architecture, the rich cultural offerings, and a cinematic approach. The focus has been on public channels and large formats, encompassing outdoor, print, and digital platforms.
Strawberry is constructing Hotel Draken, which is set to open in the fall of 2023. The hotel boasts 34 floors, 474 rooms, three restaurants, a spa, a cinema, conference spaces, and more. The assignment includes developing an overarching communication concept and a launch campaign for Hotel Draken.
The communication concept is based on an evolution of the vision behind Hotel Draken – Amplify Gothenburg Culture. For Gothenburg locals and future hotel guests, it signifies surprises, new impressions, spontaneous encounters, unexpected experiences, and fresh perspectives. This led to the overarching concept – A House Full Of Stories.
Hotel Draken serves as an amplifier of Gothenburg's cultural scene and a meeting place that surprises on every level. With strong ties to the local entertainment scene, the hotel acts as a link between the lively bars of the main streets and the flickering flashes of premieres.
Initially, a broad launch campaign is implemented to generate awareness and pique curiosity ahead of the hotel's opening. The starting point has been the cultural forms already associated with the location and the name, the distinctive architecture, the rich cultural offerings, and a cinematic approach. The focus has been on public channels and large formats, encompassing outdoor, print, and digital platforms.
Role: Art Direction
Role: Art Direction
Agency: More Alliance
Agency: More Alliance
Client: Strawberry
Client: Strawberry
