Undertaking a major rebrand program can be time consuming, often expensive and a complex project. Rebrand projects require a balance of creative, strategic and technical expertise with significant attention to detail.
The rebrand and evolution of the well-known Emporium Hotel was to the Queensland flagship of the Ovolo brand, a 5 star lifestyle hotel with vibrant design and architecture, firmly in tune with the culture of its surrounding Fortitude Valley precinct.
Gallery
The illuminated Ovolo building signs on the Wickham Terrace and the Murri Way elevations have opal polycarbonate faces with applied vinyl graphics finished with a UV coating. The UV coating offers protection and longevity. The brands logos are internally illuminated with ASTech LED’s with the white sections blocked out so only the green segments illuminate at night.
The high level signage, 3D Permasign building letters have black returns and opal polycarbonate faces with 3M perforated day/night film applied – This delivers white illumination at night whilst remaining black in daylight when not illuminated. A challenging aspect of this re-branding project was the installation. The Ovolo logos and high level building letters were taken to the roof via the hotel lifts where a specialist rope access team using support ropes and winches abseiled the hotel walls to position the Logos and 3D building letters.
With the interior building branding Ovolo Hotel is fun-loving and a little bit wild. This is evident in the monstera leaf design digital print for the foyer which was created by artist Kenneth King.
The stunning graphics were printed in house by our ASPrint team using 3M graphic products with installation on flat ceiling paint, satin wall paint and textured metallic wallpaper. The monstera leaf directional sign was laser cut from 3mm aluminium, painted with Porter Paint liquid gold, pin fixed to the wall and illuminated from above.
The architectural elements and internal building signs included; hand painted gold graphics direct to walls, 3M digital prints, internally illuminated under awning signs, antique finish directional signs, gold vinyl decals, 3D building letters in a brass finish, 3D printed amenity and room plaques, and a canvas awning over the restaurant entrance. ZA ZA TA restaurant is a soulful blend of Middle Eastern and Mediterranean cuisine and the cocktail bar is inspired by the vibrant Tel Aviv Bar Scene.
The various room names, named after the board game Cluedo, were created via 3D digital print onto a gold background and framed. The eye catching corridor bathroom graphics were hand painted with Porters Paint liquid gold and the male and female digital prints were 3M gold nugget vinyl applied to the painted surface.
A custom printed building wrap was the perfect solution to change the modern glass façade on 3 elevations to a colonial backdrop – digitally printed by on our ASPrint department and installed on both the external and internal glass wall panels. The challenge with the wrap was to ensure both the internal and external prints aligned exactly so the viewer was unable to see the reverse of the opposite print.
A striking architectural feature is the Ovolo Hotel Globe at the front entrance. A fabricated acrylic hollow sphere, 900mm in diameter manufactured from 10mm Low Density Poly Ethylene. The intricate globe details were created by a vinyl application to guide the cut of each shape. It was then painted with a silver metallic paint finish and mounted onto a steel footing.