Redefining and elevating a luxury brand experience

The challenge

art’otel isn’t a typical hotel brand.

Each property is individually curated in collaboration with renowned signature artists, creating immersive spaces where hospitality, design and culture collide. From London and Amsterdam to Rome and Berlin, every hotel is designed to feel like a destination in its own right.

As the brand expanded across Europe’s leading capital cities, art’otel had a clear ambition: to evolve their positioning to a more premium hospitality brand that truly reflected the quality of its portfolio of hotels.

The challenge was to not just visual but experiential. With multiple locations, teams and guest touchpoints, the brand needed to ensure every interaction felt as considered as the hotels themselves – whether that was a guest browsing an in-room menu, attending a seasonal event, booking a wedding, or engaging with a marketing campaign.

For more than five years we have been helping turn that ambition into reality.

Our approach

Working closely with the art’otel team, Ascender has helped translate the brand’s premium vision into a full suite of beautifully executed assets designed to elevate the guest experience. An ongoing programme of creative support ensures every part of the guest journey reflects the brand experience that is uniquely art’otel.

The suite of materials we created included:

• Restaurant, bar and in-room menus
• Art guides
• Digital ‘What’s On’ screens
• Wedding brochures
• Event promotional assets
• Seasonal campaign materials for Summer, Christmas, New Year, and other key trading periods
• Print and advertising assets
• Tactical digital banner campaigns

Each piece of collateral we designed needed to feel premium, distinctive and fully aligned with the wider brand experience.

What we delivered

Building a brand for scale
As art’otel has continued to expand across Europe, adding to their portfolio of hotels in new destinations, our creative partnership has also evolved, adapting to meet the demands of its growth and changing needs.

As a brand built around creativity, detail and originality, protecting brand consistency across multiple hotels, locations and internal teams is critical, but this is also matched with a need to move quickly and flexibly.

To address this, Ascender helped develop a range of tools to scale the brand effectively, including comprehensive brand guidelines, brand books, editable templates, rollout-ready marketing assets and internal tools that enable local teams to create materials in-house while staying on-brand.

As their own brand positioning puts it: “Go beyond the boundaries of a traditional stay: discover, enjoy and create.”

Through a considered and consistent brand roll-out, Ascender has helped ensure this philosophy extends far beyond the hotel interiors and translates easily into every customer interaction.

The impact

art’otel now has a cohesive suite of premium brand assets that support both guest experience and commercial growth. From in-hotel communications to promotional campaigns, every touchpoint now feels as elevated as the experience they promise – aligned, creative and unmistakably premium – resulting in a brand experience that better reflects exactly what makes art’otel unique.

And with new locations continuing to open across Europe, the partnership between Ascender and art’otel, continues to evolve alongside one of the hospitality industry’s most distinctive lifestyle brands.