Sleep by Choice Hotels
EMEA
Elevating the Sleep Brand by Choice Hotels: The Brand toolkit
Type
Brand prototype
Client
Choice Hotels
Status
Completed
Ica were asked by Choice Hotels to develop a comprehensive “Build, Convert, and Refurbish Guide”—a critical tool for ensuring brand consistency across Sleep properties in EMEA. This guide serves as a manual for hotel owners and developers, streamlining the process of designing, upgrading, and optimising their hotels in line with the brand’s core identity.
Our work began with an in-depth exploration of guestroom size, layout, and brand positioning, ensuring that each space met the perfect balance between revenue potential and guest experience. The project extended beyond guestrooms, and our work also included the development of a fresh public area design concept, reinforcing the Sleep’s brand identity.
Defining the Sleep Experience
Key design pillars were developed to reflect the brands ethos: Serenity, Tranquillity, and Vitality. Each scheme designed to weave the fabric of their foundation into the building, shaping their guests experience. All the while interrogating costs and specifications to ensure profitability, quality, practicality and comfort. Sustainability, as always, at the forefront of decision-making.
From material palettes to FF&E selections, each thoughtfully tailored to uphold the fundamental essence of the brand: inspired by the intrinsic beauty of nature. The importance of natural daylight is critical and how light interacts with the choice of materiality – enhancing texture and tones, strengthening the connection to nature.
Comprehensive Guidance for Implementation
To support hotel owners and developers to bring the design vision to life, we prepared a full suite of materials, including final graphics, technical specifications, and comprehensive guidelines.
This ensures that every aspect of the design can be executed precisely, maintaining consistency and a quality experience across all Sleep properties.
The guide serves as a detailed resource enabling hotels to easily incorporate the Sleep aesthetic into their spaces, fostering an environment where guests can rejuvenate and prepare for the day ahead.
At Ica, we specialise in hotel brand design and rebranding, helping global and local operators to distinctive, experience led designs. Whether developing a new concept or refreshing an existing brand, we bring expertise in guest-centric, commercially viable design solutions that resonate with modern travellers.
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