IBIS MUSIC //
BRAND TOOLKIT / 2019 //
BRIEF //
Bring to life our brand-new, global music platform for ibis, Accor’s mega brand with 1,100 hotels across 73 countries worldwide but key markets include France, U.K, Germany, Brazil & ASPAC.
ibis has a new brand strategy which is to transform their hotels into vibrant social hubs. To initiate this shift, they are evolving their product in a number of ways such as removing traditional receptions and replacing them with an F&B concept in the lobby with check in conducted by roaming staff with new technology. To help with this evolution the brand has adopted a new passion: music. Our job is the drive a spontaneous consumer association with this new passion through this global activation programme.
Create an exciting and impactful identity for ibis Music; a vibrant music lighthouse for music experiences and customers but also help navigate the world for artists.
SOLUTION //
Accor – ibis’ parent company – weren’t convinced that FRUKT could match their design and branding capabilities with their known activation capabilities. We created a true design strategic dive into their brand, their competition and current design trends. This helped reassure Accor that we were the right choice to dictate the brand look and feel for this new music platform
ROLE //
Design Strategy
Creative Direction
Art Direction
MUSIC ACTIVATION / 2019 //
BRIEF //
Bring to life our brand-new, global music platform for ibis, Accor’s mega brand with 1,100 hotels across 73 countries worldwide but key markets include France, U.K, Germany, Brazil & ASPAC.
ibis has a new brand strategy which is to transform their hotels into vibrant social hubs. To initiate this shift, they are evolving their product in a number of ways such as removing traditional receptions and replacing them with an F&B concept in the lobby with check in conducted by roaming staff with new technology. To help with this evolution the brand has adopted a new passion: music. Our job is the drive a spontaneous consumer association with this new passion through this global activation programme.
The main campaign concept was for local artists to play and support established Sony Music artists who would tour the world and play at selected ibis Music hotels. The best artists would be invited to play at Sziget Festival. Apply design identity to all touch points.
SOLUTION //
Hotel Activation:
Roll out all created assets from Graphic Charter for in hotel performance spaces and promotion.
ROLE //
Design Strategy
Creative Direction
Art Direction
SZIGET FESTIVAL / 2019 //
BRIEF //
Bring to life our brand-new, global music platform for ibis, Accor’s mega brand with 1,100 hotels across 73 countries worldwide but key markets include France, U.K, Germany, Brazil & ASPAC.
ibis has a new brand strategy which is to transform their hotels into vibrant social hubs. To initiate this shift, they are evolving their product in a number of ways such as removing traditional receptions and replacing them with an F&B concept in the lobby with check in conducted by roaming staff with new technology. To help with this evolution the brand has adopted a new passion: music. Our job is the drive a spontaneous consumer association with this new passion through this global activation programme.
ibis Music had a plot at Sziget – a music festival in Budapest, Europe’s largest music festival – in which to activate. Create a space that encompasses the ibis Music ethos but also make it the go-to no performance venue for festival goers.
SOLUTION //
We created the ibis Music Open Studio. Budget was very tight, meaning Production had to find a pre build structure. This gave us a very concise space in which to furnish and create activation ideas and spaces. We decided that we would keep any additional performances to a minimum and that the space would act as a chill out venue during the day and an after hours venue for when the main stages had finished. Utilising the ibis Red hotel experience, we applied familiar bedroom and lobby elements so that the main brand felt present. All music design elements were applied to any activations (singing and photography booths) or small touches like musical furniture such as bongo tables.
ROLE //
Design Strategy
Creative Direction
Art Direction