This project consisted of two parts - FMP1 which was to explore ideas and establish a concept; and FMP2 which was to provide a vehicle for sustained and continued focus, leading to a resolved body of work.
My research identified that millennials, who are a key target market for most businesses, are seeking memorable experiences over and above material things. Hospitality provides an ideal vehicle for this and a hotel environment offers numerous opportunities for activation.
My FMP was the creation of a concept called The Lookbook - a contemporary, boutique hotel brand that is bold, colourful, quirky and focused on fashion. Its aim is to be a high end, but accessible, place of inspiration, education and entertainment, where creatives can connect, engage and share experiences with like-minded individuals. This has been achieved through thoughtful aesthetics, carefully selected brand partnerships and a unique programme of fashion-based events. Outputs included a promotional film, website, app and advertising style.
