The brief was to take the existing Nobu brand and elevate it for a new Nobu flagship hotel. As we were involved in multiple touch-points across the branding, we wanted to create a holistic experience by forming a synergy between all of the brand touchpoints and ensuring all elements work seamlessly with the exquisite interiors.

The concept stems from the idea to fuse Nobu’s Japanese roots with the character of the new location in Marylebone. We achieved this by focussing on craft and tactile materials as well as refined minimalism, recognised within Japanese design, and combining this with a modern lifestyle feel to link with the local Marylebone community businesses. We built on the modern lifestyle concept and community elements by introducing ways this flagship hotel could be more environmentally conscious and sustainable through the brand collateral.

The hotel collateral concept uses the Nobu suminagashi brand pattern within the artwork, incorporating it into a striking black and white monochrome design. The bold and sophisticated design moves the London Portman Square collateral into more of a modern lifestyle direction, which differentiates the hotel from other Nobu hotels through its brand identity whilst allowing the Nobu heritage and iconic London location to compliment each other.