Concept and strategy for Marriott’s first standalone Autograph Collection Residences
Brand Strategy | Visual Identity
The Lucan is the ultimate in prestige hospitality – a partnership between Marriott and Gulf Islamic Investments to provide luxury apartments with a full suite of 24/7 concierge services. The Lucan is for bleisure-seeking glocalists, so it calls for a brand rooted in Chelsea’s irrepressibly chic Bohemian vibe.
Illumination is the key. The name for this beacon of stylish living comes from lux, Latin for light; the concierge team are known as Luminaries; and every detail of identity and service light up a resident’s life. This is a brand that’s rich with spontaneity, steeped in luxury, and fired by the spirit of place.