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LUX
By : Agence Spatiale + Figure
GRANDS PRIX DU DESIGN – 15th edition
Discipline : Communication & Branding : Grand Winner
Categories : Environmental Design / Brand Universe : Gold Certification, Platinum Winner
Lux is a real estate project combining hotel and rental condos located in the suburbs of Ottawa for which our multidisciplinary team created the overall concept, from interior design to the brand universe.
Communicated in an anglophone world, the brand had to be expressed in a language that would be understood by locals and tourists, and to propose a structure that would differentiate the hotel and condo spaces, even though the common areas on the first floor are shared by all residents. The proposed concept had to express the desired positioning: to be inclusive, convivial and well thought out.
Far from the elitist and classic speeches, we have diverted the connotation of the word "luxury" by heading to places where we are not expected: LUX is no longer associated with a "cost", but to an art of living. It is the luxury of simple things, the luxury of being together. With its well thought-out design and integrated technologies, LUX dares to simplify and focus on the essential. LUX takes care of everything so that customers don't have to worry about anything.
Our creative approach is based on these assumptions to create a jovial, accessible and welcoming brand. The objective is to communicate a short, effective message without detours or superfluous, which will position the accommodation in relation to its competition: "Lux stands for a Lovely User Experience."
The graphic universe offers great flexibility through the interplay of typographies and colors, which become ways of creating content, identifying the services offered and acting as signage elements throughout the spaces. Like an easy-to-decipher code, the name becomes a meaningful one. The graphic variations and their representation in the lobby's layout become essential components of the brand, identity elements that shape the personality of Lux.
A work that demonstrates the strength of projects developed in co-creation, when all spatial disciplines are explored by the same team.
Collaboration
