About Hotel Wonderland
In 2020, Hotel Wonderland in Amsterdam became the first 'immersive theater' in the Benelux region. As a visitor, you are part of the narrative and engage in dialogue with the actors. While this concept was popular in New York and London, it was new and unfamiliar in the Netherlands. Therefore, we created the term 'onderdompeltheater' in Dutch, as a more comprehensible and poetic alternative to 'immersive theater'.
It was the beginning of a parallel world filled with wonder. Unfortunately, COVID-19 lockdowns disrupted the journey and Hotel Wonderland had to close its doors even before they fully opened. Nevertheless, we are proud to have contributed to this beautiful story with remarkable branding. And somewhere, we are certain it still exists.
The soul
We first engaged in strategic discussions about the correct definition of Hotel Wonderland. It needed a mature character, away from Efteling fairytales and Alice in Wonderland. Admittedly, the name Hotel Wonderland, which we couldn't change, did not help. Both 'Hotel' (while you cannot stay overnight) and 'Wonderland' (no giants or talking playing cards there) could easily cause confusion. Hence, both verbally and visually, we opted for an approach that was surreal yet real; in an open-minded way, not childish. Unfathomable and mysterious, yet accessible and universal.
The voice
With the brand name as a given, we focused all our efforts on the tone-of-voice. It needed to be as unique and enchanting as the brand itself. However, the language that fits this vision must not be lost in fantasy. Hotel Wonderland isn't a product of the imagination; it's a crossroads where varied realities briefly intersect. Like fingers weaving together before parting again, this interplay shapes our linguistic territory.
In navigating this delicate balance, we've introduced what we call 'glitch words'. Superfluous words, unintended echoes from an elusive mirror world. Words like 'carp' and 'stirrup', 'nimble-fingered', or 'kaleidoscope', words from the lives of the characters, verbal glitches in time and space that occasionally pop up in all our texts. Like sunlight through holes in a wall, isolated flashes from a dream, yet real. We incorporate these outlier words into even the most formal documents, from press releases to invoices. Rather than breeding confusion, these glitch words endow Hotel Wonderland with a voice that is truly singular. Like ink bleeding through from another world, a brief glimpse through the keyhole into another reality.
The face
The logo naturally incorporates the letters H and W, yet it is the pronounced emphasis on symmetry that truly captivates. Reminiscent of a Rorschach inkblot, it folds upon itself, casting reflections from another realm.
As a mirror to the soul, the design accentuates the enigmatic. The entirety of the visual identity is dedicated to this concept, offering a glimpse into a parallel world that might as well be yours. Or is it?
As a mirror to the soul, the design accentuates the enigmatic. The entirety of the visual identity is dedicated to this concept, offering a glimpse into a parallel world that might as well be yours. Or is it?
