How to explain the renovation of the hotel through the creation of stories that connect with the city of Barcelona
Development » Zalo Lorza
Audiovisual design » Cristina Tomás
Photography » Mónica Figueras
Sound » Marc Barrera
The emblematic and centrically located luxury hotel, The Méridien Barcelona, has given us the challenge of communicating to its public, in an attractive manner, the renovation the hotel will be doing during the next four years. We are setting up a global communication strategy that will connect the new designs of the rooms with the city through a selection of creative neighbors that will show us Barcelona from a new point of view.
By carrying out qualitative research of different stakeholders, and a process of observation at the hotel and co-creation with our client, we defined a communication strategy that focuses on the digital channel and hotel concierge experience. This was a creative solution conceived with an informative double objective that would also allow constant updating of its contents in line with the values of the hotel brand.
The objective of the website was to create a link between Le Méridien and the city, as well as highlight the new designs of the rooms, the furniture, and the added value of service that the hotel has incorporated.
Process
In order to explain the remodeling effectively, we created a brief interactive experience on the website that invites users to enter every space of the hotel that has either already been renovated, or that will be in the future. It allows them to discover each secret that that renovation has brought. A visual grid acts as an overview for a much quicker search.
Through the claim «The Unexpected Barcelona» we created various audiovisual content in the form of small documentaries in which various artists and creators from the city discover various corners of Barcelona from different neighbourhoods.
The first person featured was Alfonso de la Fuente. He is the co-founder of the shoe brand Maians, an interior designer, and has known El Raval inside and out since the 80’s – the era he began designing different places in the neighborhood. He took us to legendary spots like the bar La Confitería, showed us hidden urban art like the the artist SIXE’s graffiti mural dedicated to Miró, and Frankie Gallo Cha Cha Cha, the new pizzeria of the Colombo brothers from Venice.
These walks through the neighborhood were captured in audiovisual format, curated and produced by Toormix, directed by Cristina Tomàs, and in collaboration with the Le Méridien communication team.
