Brand Strategy, Brand Design
Awards & Accolades
The New Concept of the Year Award, Arlo Hotel Best Guestrooms, Arlo Soho & Arlo Nomad
NYC x Design:
Best Boutique Hotel, Arlo Soho
New York City
A home base for the
Create a unique brand and hotel experience for the largest consumer group in the United States — Millennials…and those who behave like them.
Millennials are the ‘it’ crowd and they’re ooded with experiences geared speci cally for them. Brand Bureau was challenged to create an experience that not only met their needs, but provided them with a fresh and unique perspective on what a micro-hotel could be.
Bringing the brand to life through a story, name, identity, and a sense of purpose, we created Arlo Hotels. Defined by purposeful design, quality over quantity, and spaces that feel naturally efficient, Arlo Hotels offer the flexibility to shift and adapt to the needs and wants of this demanding demographic.
With more than 75,000 hotel rooms in New York City alone, combined with the rise in Airbnb offerings, competition is steeper than ever. Additionally, real estate in the city is at an all time high and efficiency is a must. Hotels are thus faced with a conundrum: fewer rooms at a premium rate, or more rooms for a lesser rate. As a result, a new trend in hotels is cropping up: the micro-hotel.
Launched in New York City with an eye towards scalability, Arlo is a powerful brand that feels like an outlier amongst these new micro-accommodations.
Viewing the city as the ultimate extension of the hotel, we created Arlo as an ideal home base for the urban explorer–a place that feels familiar and inviting, with functional design that helps guests help themselves. At every turn, we highlight location-based programming by partnering with community retailers and services, as well as local recommendations that feel like they came from a friend rather than a recent blog post.