La Fantaisie
Re-imaging casual-luxury hospitality.
Sector
- Hospitality
Deliverables
- Brand Positioning
- Creative Strategy
- Identity
- Art Direction
- Brand Voice
- Audio Strategy
- Signage
- City Guide Digital
Challenge & Impact+
La Fantaisie is the latest luxury hotel by Leitmotiv, the family-owned French hospitality group. Together, we re-imagined casual luxury and the aspirational lifestyle accompanying their international portfolio; "Local at home but global at heart", and then we put our vision into practice in the heart of Paris.
Cultural Purpose+
We believe modern luxury inspires new connections to place. Each hotel offers a fresh interpretation of its destination, with casual luxury as the constant theme for Leitmotiv.
Brand Ecosystem+
With Paris as our muse, the creative strategy is The Dream of the Garden, inspired by the master gardeners Jean and Jaques Cadet. We envisioned the urban residence as a blooming alcove of peaceful joy. From a whimsical, dynamic, illustrated hotel identity, and bespoke objects that create rituals, to an audio strategy throughout the hotel, nature comes to life across every touch point—creating a multi-sensory, enchanting experience in an equally enchanting city.
DREAM OF THE GARDEN
Inspired by local history, our creative strategy for La Fantaisie reimagines the story of master gardeners Jean & Jacque Cadet, transforming the urban residence into ‘The Dream of the Garden’. During the reign of Charles IX, the Cadet brothers converted the road the hotel is situated on into abundant market gardens to supply the court with fruits and vegetables. Today, La Fantaisie memorialises them through its identity, the vibrant interiors by Martin Brudnizki and their open-air garden.
La Fantaisie's logo has a sense of freedom and dynamism while being distinctive to the city. The typeface for the logo is inspired by old Parisian shopfronts and is paired with the custom spirited script typeface that dances across the Masterbrand. At the centre of logo is a whimsical illustrated key offering an opening to the dream of the garden at La Fantaisie. Each element working in harmony to showcase the hotel’s unique offering and invite guests to experience it.
AUDIO STRATEGY
The audio strategy establishes sonic connections to nature and the local area. From morning birdsong recorded in the parks of Paris and nature-inspired poetry that accompanies an elevator ride, to musical reflections of Paris’s opera and jazz scenes, La Fantaisie’s location comes alive throughout the hotel.
GOLDEN POPPY
La Fantaisie's restaurant marks the homecoming of triple-Michelin-starred chef, Dominique Crenn, to the French capital from San Francisco. Golden Poppy brings a slice of California's golden soul to the heart of Pigalle. The world we created from the first seed of this idea bloomed effortlessly, expressing itself boldly and freely across multiple touchpoints and expressions; from business cards to menus, to physical touches on uniforms and plates.
