Project: Raffles Design Essentials
Defining Modern Luxury for a Landmark Brand
Taking inspiration from the storied history of Raffles, we created a set of Design Essentials that define the Raffles luxury experience.
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Client
Raffles
Raffles
Taking inspiration from the storied history of Raffles, we created a set of Design Essentials that define the Raffles luxury experience.
A New Legacy were asked to develop the content as well as a beautiful keepsake which housed the seven design guidelines for raffles hotel.
This collection is now proudly displayed at every Raffles hotel, and used as the benchmark for defining Raffles luxury across all destinations.
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Overview
Overview
First, we defined and produced content for each of the design experience pillars of Raffles.
Consisting of Design, Well-Being, Art, Styling, Spa, Ceremonies and
Construction Renovation Standards.
Construction Renovation Standards.
These were developed with contemporary insights and best practice examples, which were interwoven with the storied history of Raffles.
First, we defined and produced content for each of the design experience pillars of Raffles.
Consisting of Design, Well-Being, Art, Styling, Spa, Ceremonies and
Construction Renovation Standards.
Construction Renovation Standards.
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Unifying through design
Unifying through design
Each guideline was then produced with a consistent design language and look and feel, with a focus on clarity along with a refinement that befits the brand.
By unifying seven individual guidelines, through a consistent message, visual style and tone of voice, we ensured all elements that create a luxury Raffles experience were clearly communicated for operators of each destination.
Each guideline was then produced with a consistent design language and look and feel, with a focus on clarity along with a refinement that befits the brand.
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Packaging
Packaging
The functional packaging carries a touch of ceremony as the lid of the casing is lifted, revealing the seven books inside. Gold foil detailing furthers the theme of understated elegance.
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The functional packaging carries a touch of ceremony as the lid of the casing is lifted, revealing the seven books inside. Gold foil detailing furthers the theme of understated elegance.
The solid keepsake is intended to be kept as both a practical and aesthetic object on the shelf at every raffles concierge.
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Cover design
Cover design
Inside, the books are bound together by the iconic Raffles Palm, with each cover carrying a unique emboss.
Giving a textural and tactile quality, the pattern reflects the individuality of each book while being part of the collective whole that creates the Raffles luxury experience
Inside, the books are bound together by the iconic Raffles Palm, with each cover carrying a unique emboss.
Giving a textural and tactile quality, the pattern reflects the individuality of each book while being part of the collective whole that creates the Raffles luxury experience
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Client Testimonial
Client Testimonial
"A New Legacy encapsulated Raffles heritage with a cleaner, simpler elegance which carries Raffles into the future.
We now use ‘Raffles Design Essentials' as a benchmark briefing creative work for Luxury & Premium brands."
"A New Legacy encapsulated Raffles heritage with a cleaner, simpler elegance which carries Raffles into the future.
We now use ‘Raffles Design Essentials' as a benchmark briefing creative work for Luxury & Premium brands."
Ngahuia Damerell
Global Senior Design Manager, Accor
Global Senior Design Manager, Accor
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Client Testimonial
Client Testimonial
"The process of working together was not only enriching for the development of the Raffles identity and narrative, but also refreshingly enjoyable because the creative solutions delivered were beyond our expectations."
"The process of working together was not only enriching for the development of the Raffles identity and narrative, but also refreshingly enjoyable because the creative solutions delivered were beyond our expectations."
Federico Toresi
Global Vice President Design, Accor
Global Vice President Design, Accor
