Dragon Rouge

Core disciplines: Brand Activation, Brand strategy, Branding / design, Innovation/NPD/Service Design

brand experience

  • design
  • innovation
  • strategy
  • insight
  • foresight

The Accor group wanted to reposition the four-star Sofitel brand worldwide, making it a chain of luxury hotels operating under the Sofitel Luxury Hotels banner. One third of the Sofitel network were deemed better suited to the more business-orientated Pullman brand, and switched to that. But how to make the difference for the rest... in order to help Sofitel make the difference in a competitive marketplace?

Guaranteeing continuity of standards at 150 hotels around the world

“Life is Magnifique”

Dragon Rouge helped make the step up in class by calling on the wealth of emotion inspired by juxtaposing cultures. The brand took a powerful French concept on how things should be done: “l’art de recevoir” – the art of welcome – and applied it to the local culture of each individual hotel in the collection. The new brand universe is filled with French touches deliberately evocative of luxury, but blended with authentic local nuances. This juxtaposition was reflected in a slogan that brought together two languages: “Life is Magnifique”

Growing the brand into new regions and locations around the world

A new brand universe abounded with french touches deliberately evocative of luxury, but blended with

There can be no half measures if a five-star concept is to succeed, every detail must work hard for you. Whilst we were responsible for signage, printed materials, guest communications and much more, half of our work on this project involved creating a blueprint for success, a Sofitel way of doing things that was unique, and that could help guarantee continuity of standards at 150 hotels around the world. A brand platform available on their extranet explains the strategy all the way from the fundamentals down to the applications. The brand has been an unqualified success. The chain has recently opened new hotels in Amsterdam, Equatorial Guinea, the Pearl Delta, Mumbai, Abu Dhabi, Shanghai and Bangkok.

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