The key focus on this project for our creative team was to change the occasional perception that the hotel would retain some of the “discomforts” of its past as a maximum security prison. We would have to walk the fine line of capitalizing on the history to create intrigue without sustaining the negative correlations.
Conveying the grandeur of the main lobby in the digital world also posed a challenge that we intended to resolve through our creative solution.
The core concept we pitched was “transformation”, and we weaved this throughout the website with a series of time lapses.
The transformations were studies in contrasts, which we depicted in key segments throughout the website. For example on the home page we built a time lapse that showed the bustling but airy feel of the daytime transitioning to the electric nighttime atmosphere, teeming with life.
We also added some “not so sexy” utilities like an interactive location map, quick facts page, concierge and amenity forms, and targeted foreign language pages.
The result was a highly engaging and effective sales tool that did a great job of showcasing the brilliance of the hotel lobby and other highlights of the property. While the timelapses were a very time consuming feature, we think the results were well worth the effort.