I led the creative effort to launch the Andaz brand with a new website in 2008 when Hyatt opened the new line of upscale urban hotels, opening first in London and New York, and eventually in other domestic and international destinations, including Beijing and Moscow. The word Andaz means ‘personal style’ in Hindi. In addition to a focus on personal style and independence, the new brand offered a highly functional environment characterized by sophistication, innovative design, local identity, casual elegance and an artistic attitude. It was positioned to compete with the boutique hotel movement specifically hotels like Starwood's W hotels & resorts.
We created various concepts to bring their identity to life through modern designs with attitude that appealed to a younger luxury traveler.
Digital Art Installation
Because of Andaz's strong focus on art and culture, we proposed an interactive digital art installation in their flagship properties. We proposed to partner with Erik Natzke, artist, designer, and programmer. Natzke creates and gives material substance to his ideas through immaterial computer code. He creates beautiful works of art that can be manipulated by code to control the color, shapes and motion. The Andaz digital display would be larger than life and placed in hotel lobbies where guests can interact with the displays usig touchscreen. Users at home can view the displays via webcam but can also control the experience from home and watch it move and change in real-time!
