To represent all the creeds, colours and minds coming together at the Andaz Hotel Tokyo and blending as one, we developed a graphical concept where the phonetic playfulness of the logo radiates streams of colours merging in organic shapes.

To achieve it, we created a pool at the top of the hotel and let streams of colour blend freely. Thousands of underwater images were taken with micro variations. The three images finally selected are the ones that symbolize best the beautiful melting pot the Andaz is.

The three posters showcase three organic shapes born out of the hotel name.

Each letter was printed in a unique colour and from each character a colourful stream dives down in a smooth fall.

At the heart of the posters the five streams merge together creating a poetic fusion. A cloud of colours more stunning than the some of the parts. A living organism that feels in constant movement.

These three hero images were used as A1 posters in prime locations of the property and in all the communication supporting the launch of the Andaz in Tokyo, including an art exhibition in the presence of the creators of the images.

The headline translation says: The hotel where colourful characters blend beautifully.

The launch campaign of the Andaz proved to be a success. The stunning graphics elevated the brand in the public’s imaginary and helped to materialized the values the hotel stands for.

The strong iconic design clearly differentiated the Andaz brand from the rest of the high end luxury properties in Tokyo.

Furthermore, the art exhibition about the hero images attracted the attention of the cultural elite and a wide variety of trend setting media.

The Andaz hotel opened to great success in Tokyo and is now a melting pot, where the minds that make the city amazingly inspiring prefer to meet.