The Twenty One Hotel

The Twenty One Hotel


Creative strategy
Brand narrative
Brand identity
Design & art direction


Moda Bagno



Marlon Tate was commissioned to design and art direct the new brand identity, marketing collateral and wayfinding for The Twenty One – a boutique hotel operated by the people behind the iconic Greek furniture brand Moda Bagno. The Twenty One is Located in the beautiful and historically upscale Athenian suburb of Kifisia. It is common knowledge that Athens is a city full of history and culture.

The vast majority of the city’s visitors choose to stay in hotels in the city centre due to the fact that they can easily access all cultural and historical attractions on a short minute walk. Our challenge was that Kifisia has no cultural attractions and therefore, we needed to create a strategy that would elevate the brand. Our idea was simple: Culture happens when luxury becomes essential. In that way, The Twenty One is a cultural institution itself. We art directed a brand identity that draws upon 1960s lowercase conceptual art and concrete poetry. The new brand is anchored around our tagline ‘luxury is your culture’. We created 21 welcome videos for each room referencing video art and installations and expanded the branding so as to include the hote’s famous restaurant for which we art directed the packaging and menus.

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