{"id":45334,"date":"2025-06-13T18:00:00","date_gmt":"2025-06-13T09:00:00","guid":{"rendered":"https:\/\/designcompass.org\/?p=45334"},"modified":"2025-06-15T09:18:25","modified_gmt":"2025-06-15T00:18:25","slug":"now-now-boutique-hotel","status":"publish","type":"post","link":"https:\/\/designcompass.org\/en\/2025\/06\/13\/now-now-boutique-hotel\/","title":{"rendered":"NOW NOW, a boutique hotel for solo travelers"},"content":{"rendered":"

This is the brand design for the boutique hotel brand 'Now Now'. We collaborated with Canadian brand design studio Saint-Urbain. This project embodies the brand philosophy of encouraging solo travelers to get out of their space and connect with the outside world.<\/p>\n\n\n\n

\u201cNow Now is a hotel for people who want to get out of the city rather than stay in their rooms,\u201d explains Alex Ostroff, founder and creative director of Saint-Turbain. \u201cWe wanted to gently encourage connection with both the outside world and oneself through our visual identity.\u201d<\/p>\n\n\n\n

The brand strategy began with a focus on the emotions and behaviors of solo travelers. The team wanted the brand to have a warm, soft, and unobtrusive identity, recalling the curiosity, contemplation, and slightly magical moments that come with traveling alone. Now Now emphasizes the moment of presence and provides a sense of being in the \u2018here and now\u2019.<\/p>\n\n\n\n

The custom wordmark symbolizes \u2018boundaries and transitions\u2019 and is made of a modular structure composed of circles and squares. It is inspired by architectural forms and keyholes, and represents the journey itself as a \u2018portal\u2019 to a new self or a new city.<\/p>\n\n\n\n

The basic font, Ginestra, has both a human personality and urban sophistication. Created to honor Nacho Ginestra, this font is a typography filled with story and soul.<\/p>\n\n\n\n