Sofitel Dubai Downtown was the third significant hotel opening in the city by Accor, located in the prestigious Downtown Dubai. The property needed a significant new positioning and engaging visual language to differentiate it from the existing hotels in this prestigious district.
Insignia through deep dialogue discovered a unique insight of 'refreshing new perspectives' in hospitality. Much of the rationale behind this was inextricably linked to the famous artist 'Vasarely', who influences the interiors with the use of his geometric patterns and swathes of bold colour. Physically, the idea captured the unrivalled views of the Burj Khalifa and Downtown Dubai on one side and the coast of Jumeirah on the other.
This new perspective in hospitality reflected the spirit of the colleagues, which delivered on the 'Life is Magnifique' Sofitel promise. A bespoke visual language in the form of intricate kaleidoscopes, with infinite possibilities in the composition was the chosen creative platform to communicate the rooms as well as the innovative dining propositions.