A music-themed boutique hotel in Detroit, the city that gave the world Motown. Six room types, from 355 SF guestrooms to a 1,930 SF Presidential Suite, plus ten amenity spaces including a speakeasy, a rooftop pool and a barge restaurant on the river.

A music theme can easily turn into decoration on the walls. The hotel needed one brand and one design language that guests would feel in every space and every touchpoint, so the stay itself becomes the reason to book.

Built the identity around music: a logo drawn from the staff lines, piano keys and organ pipes, and a palette of emerald, black, brass and greige. The amenities were sequenced like a setlist, and the rooms make music part of the space with a playable xylophone above the bed and a record player in every room.

A complete brand and experience system: logo, brand guidelines, guest collateral, concept boards for every amenity space and rendered guestroom and bathroom designs, all speaking the same language.