Shiroiya Hotel

︎︎︎Art Direction
︎︎︎ Hospitality Identity
︎︎︎Editorial Design 
︎︎︎Web Design
︎︎︎Spatial Design

Shiroiya Hotel in Maebashi, Japan, is a hotel that features art and design, perfectly blending modern sophistication with traditional charm. My vision for this hotel is to create "a welcoming center where locals and tourists can relax and enjoy art, food, and greenery." This hypothetical rebrand for the hotel and its new visual system draws inspiration from architect Sou Fujimoto's design of the hotel buildings. The logo design, brand lookbook design, spatial design, and other visual elements all align with this vision. The goal for the rebranding of Shiroiya Hotel is to inject fresh vitality into the local area.

The Shiroiya Hotel logo draws inspiration from Sou Fujimoto's design (right), blending simplicity and complexity. It integrates a minimalistic representation of the hotel's structure with intricate lines, symbolizing its interconnectedness with the surroundings. With clean, contemporary design, it reflects the hotel’s name ‘Shiroiya,’ meaning ‘White House,’ exuding purity and tranquility.

Postcards︎︎︎

The design of the postcard is also very simple and contemporary, which also uses the iteration of the logo as the secondary elements. These three shapes represent the specials of the hotel where people can enjoy “Art, Food, History.”

Lookbook︎︎︎

I observed the hotel’s representative buildings and designed a narrower lookbook to echo the die-cut cover. It highlights the hotel’s history, designers, and incorporates patterns and large characters for a better reading experience and a glimpse of the design style.

Collaterals︎︎︎

Extending Shiroiya’s current offerings into different fields and following Shiroiya’s graphic system, I have chosen coasters, food packaging, shochu bottles, and tea sets for the design.

Spatial︎︎︎

By designing the decoration of different areas of the hotel and combining Shiroiya’s graphic system, I aim to showcase the modern and traditional sides of the hotel.

Website Design︎︎︎