Can a hotel brand like Andaz — now in London, New York City, West Hollywood and San Diego — have a VOICE? An odd question, maybe, because brand is so often thought of in terms of a corporate image, as a visual.
Perhaps a fair answer to the question is this: VOICE is an integral part of a detailed, conscious brand identity. Voice, as successful design and image, comes out of an intelligent concept.
The laundry and newspaper bags became a vessel for more than just clothing and reportage. By the time we got done with them, they wore their feelings on their sleeve.
Why bother?
Why tell a joke or tickle a baby or give a compliment? It is unexpected. The result is sunshine, of some kind. A lighter moment in a long day. Joy. Be our guest — relax.
How many times has a laundry bag made you think? On Wall Street and in The Gaslamp Quarter, the laundry bag speaks out, with the help of German philosopher Friedrich Wilhem Nietzche, who wrote: "Laundry is the only thing that should be separated by color." A little philosophy has brought wit and depth to an otherwise utilitarian hotel accessory. That's voice.
The newspaper bag has another message: "All of yesterday's news fits in this bag." Layers of meaning begin to ripple — It's easy to catch up with the world events? Yesterday is gone, start fresh today? Or so many other things, depending upon who picks up the bag and takes note.
It might be said that these bags do some heavy lifting so that the guest may feel — at last — unburdened. That's VOICE again. It says — enjoy your visit. Smile : )
