Andaz hotel guests in New York City, West Hollywood and San Diego may not know it when they are handed a key to their rooms, but they've been classified. Sound terribly scientific? Actually, it is a compliment.
When we created the brand concept for Andaz we strove to find a simple means for expressing the distinct personality of each setting and the people who are drawn to these wonderful places.
It comes as no surprise that each city is defined by a different mix of elements. For example, New York City is a global financial center and more formal than a beach city like San Diego. We choose the periodic table to help us express the "chemistry" of each Andaz hotel.
Here's what Wikipedia has to say about the Periodic Table:
The periodic table is now ubiquitous within the academic discipline of chemistry, providing an extremely useful framework to classify, systematize and compare all the many different forms of chemical behavior. Although precursors to this table exist, its invention is generally credited to Russian chemist Dmitri Mendeleev in 1869. Mendeleev intended the table to illustrate recurring ("periodic") trends in the properties of the elements.
Want a reminder of what the table looks like? Visit here:
As you can see, the Periodic Table is a series of rectangles, all of which provide symbols, names and information. Now compare all that with the key cards we've created. See the similarities?
The fun for us was finding the words that best expressed the nature of Andaz Wall Street in New York City, Andaz West Hollywood (formerly known as "The Riot House" for the antics by superstar muscians) and Andaz San Diego in the Gaslamp Quarter. The San Diego key card colors are sun-kissed while the NYC colors are bolder. And the West Coast words - artistic, passionate and sensual (to name a few) - contrast the East Coast descriptions, such as ambitious, charismatic and mindful.
In the end, all classifications are friendly and welcoming to travelers one and all. In fact, the chemistry of the revolving guest list may vary and combust in unique and unexpected ways. And that might affect the "chemical behavior" of the setting.
But our goal was not to limit expectations. Rather, we wanted the identity systems to quickly and beautifully remind guests that "You're not in Kansas any more."
Regina Rubino. Robert Louey.
