New Work: The Romeo Hotel
A Pentagram team led by John Rushworth has designed the identity of The Romeo Hotel in Naples, the first of a luxury chain of hotels being developed by a Neapolitan family-owned company. The hotel is located on the waterfront in the Bay of Naples, a raw, vibrant landscape. With its striking glass façade by Japanese architect Kenzo Tange and uncompromising modern interiors filled with contemporary art and antique artifacts, the hotel has established itself as a haven in this chaotic but wonderful city.
Pentagram’s graphics for the hotel reinforce and celebrate these contrasts providing a counterbalance between the city’s sophisticated pleasures and edgy reputation. After all, this is the city that also gave the world its passion for pizza, ice cream, Italian coffee and exclusive men’s tailoring with world-renowned suit, shirt and tie makers.
The mark is a graphic expression of the architecture: geometric, minimal and light with linear, open type. The house colour palette has a delicacy and freshness stemming from Neapolitan pastel shades. In the brochure, this light touch contrasts with commissioned photography of Naples that captures the city’s classical architecture and unique landscape as well as the exciting rawness of its street life.
To help the international traveller access this largely unexplored city Pentagram conceived a guidebook called “Only in Naples.” Its five sections give access to art and culture, gastronomy, artisans, fashion and style, and feature photographs of the characters who populate the city and offer these delights. As a marketing tool, the guide helps establish the city as a destination for those bored with the predictable.
