LÓA

Human + Nature = Inspiration

Expertise

Brand Positioning and Proposition
Name Generation
Brand Identity
Branded Environment and Interior Design
Brand Application
Web Design
Art Direction

The challenge

Create a bar & bistro to make a visit to this hotel a must, whether your staying there or not.

Restaurant hotels can be tricky, due to the range of ‘day parts’ they have to serve. Our concept firstly had to strike the right balance of special and relaxing, while appealing to both locals and hotel guests alike. But crucially it also had to elevate breakfast, lunch, dinner and cocktail time experiences.

The big idea

A warm and friendly space with surprise and texture created by opposites and extremes.

A Connection with the Land

A warm and tactile dining & drinking space inspired by the juxtaposition of humankind with the wild nature of Iceland: Raw materials and textures found in the land create a pleasing contrast with references to the building’s industrial heritage.

Human + Nature

This combination is represented in both the graphics and the interiors, balancing the industrial palette with the warmth of the upholstery and a charred timber bar. The shape of the light fixtures also suggests movement, a reference to the contours of Iceland’s natural scenery.

The collaboration with I-AM has been a wonderful journey and we are incredibly proud of Lóa bar & bistro, which has exceeded our expectations with record sales since the launch.

Sara Kristófersdóttir, CCO of Center Hotels
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