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Creating the Urban Lodge brand We had a blank canvas with no name or logo to begin with which was great! We hosted a branding brainstorming day in our London office for the client and from there came up with the name. Our concept was to combine two ideas that came from the location of the property. It used to be farmland outside of Amsterdam but it was also from where the first trains originated. Thus the name ‘Urban Lodge Hotel’ The logo concept with the roof and house idea and the font gave it the idea of being a homely brand. Then the blue and white in the stationary was developed after we decided on these colours as a theme. The playful feel of the brand allowed us to bring in the interior signage with the hands pointing to areas, and the hat over the top of the door numbers was also a cool way of repeating the home concept.

in an uninspiring building but give it an unforgettable interior, name and brand”.

GS: Were there many constraints in terms of the what could be done within the building? HL: A beauty of the project was that there were no constraints! We created the rooms easily because there were very few columns. And the ground floor had a great open space ideal for a lobby. It was a perfect building to convert into a hotel which is why the client chose it as well as for its location. It’s a 5 minute walk to Sloterdyk station which is ten minutes to the airport and 5 minutes to central station.

GS: Have you introduced elements that you think will help make the hotel commercially successful? HL: Apart from creating an aesthetic that was appealing and designing to the right guest we

also introduced quite a few different room types to appeal to a variety of guests. Tis included family rooms that had bunk beds as well as rooms that couples could share if they were on a very tight budget. It’s a strategy our client chose but we accommodated this idea in the design.

GS: What type of guest does the hotel attract? HL: Te hotel attracts a wide range of guests. Tere are Dutch guests who are looking for a hotel with a car park as they often drive around the country on holiday. Ten there are the young couple holiday makers needing a good deal and a cool design. Te other big group are families who also love the car park, the price, and the large family rooms. Te guests are predominantly leisure guests rather than business travellers.

GS: You’ve chosen a limited colour

palette...why? HL: Te Dutch aesthetic in general is very neutral so this was one reason. Te other reason is that the blue and white theme was the main colour and we didn’t want to mix this with other colours to allow it to stand out.

GS: What features are you most pleased with? HL: I’m most pleased with the reception and lobby space. Te effect of the reclaimed wood on the ceiling and columns was even better than we had visualised. Urban Lodge Hotel, Arlandaweg 10, 1043 EW Amsterdam, Netherlands. Tel: +31 20 3033 433

GS Magazine 31

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