Granbell is a boutique hotel located in the heart of Shinjuku It is an urban playground open around the clock.

We were asked to come up with a new strategy and concept design direction for hotels in Shinjuku Kabuki–Cho. Our strategy is to create a new brand platform concept with the potential of changing people’s attitudes towards Shinjuku's “FUN TO STAY” which is hip, edgy, and sensuality using these three themes.

Our approach and as part of the concept is Asia's next Artist + Hotel by introducing 22 young artists and designers from Japan and around the APAC region to create new artwork design aesthetics into the environment through collaboration.

We’ve also developed an interactive, motion, and microsite into the hotel that brings life to digital and physical, by creating a compelling story around artworks into environment experience and helping change consumer perception about Shinjuku.

What we did: Strategy & Positioning, Tone of voice, illustration, Motion Graphics, Art Direction, Printed Collateral, Microsite & Web Development, Environmental Design