The brief was stimulating as much as challenging: developing a creative concept, name, brand narrative and visual identity that encompass various elements: the location on the harbour, the history of the building itself, the musical aspect, the geo-historical context and the connection with nature. And so we did.
With this strong musical connection and the harsh elements of the harbour, we explored the concept of soundscapes: we recorded actual sounds from the harbour, the natural elements (sea and wind) and the Elbphilharmonie which we translated visually into soundscapes.
This space had been envisioned with multiple areas: coffee counter, cocktail bar, champagne foyer and events space.
To reflect this aspect the soundwave was made of different segments, each representing a specific area.
The name Blick, “view” in German is a nod to the spectacular 360 views from this space whilst The B with the cut-trough aims to replicate the same position of the 8th floor on the building itself, creating a visual analogy of the “view of the harbour”
The brand’s symphony
The colour palette also plays an important part in the brand architecture, helping identify all the different spaces - cocktail bar, coffee counter and VIP area - while the use of music sheets grid to compose typography on collaterals such as menus, flyers and posters added an extra depth to the brand application in-situ.