Case Study


A totally natural port city that feels totally natural: Kaohsiung

Kaohsiung, located at southwest of Taiwan, is the third most populous city in Taiwan.Kaohsiung, formerly known as "Dagou city", opened service in the late 19th century, and it was developed into a port city and a military site during the time of Japanese occupation, and was known as "Port City." It became the political, economic and transportation centre of southern Taiwan in the mid-20th century, and was developed into Kaohsiung metropolitan area.

HOTEL INDIGO KAOHSIUNG, the first hotel of INDIGO in Taiwan, is next to the Century Park Station in Kaohsiung that was appraised and elected as the fourth among the 15 most beautiful MRT stations in the world by BootsnAll in 2012. The most beautiful MRT station in the world and the boutique hotel with modern design that is full of the port city culture make up the unique scenery in Kaohsiung.

As Taiwan's first five-star boutique Indigo chain hotel, the hotel fully portrays the neighbourhood story in Kaohsiung and the indispensable soul of the port city culture. In the time with booming business trade, Grand Boat entering port in Kaohsiung has carried foreign goods in cabinets one by one, and it has brought into the nutrient of western popular culture into traditional culture of Taiwan. Therefore, according to the theme that Kaohsiung Grand Boat entering port brought in foreign goods, we look back at the evolving process of the entire Kaohsiung culture, and enter the thick seaport elements of HOTEL INDIGO KAOHSIUNG. It went through the perfect presentation of contemporary gimmick and the layout of artful stories, and then was designed by architecture and interior design team in the hotel, so it was transformed into the unique design language of Hotel Indigo Kaohsiung.

Rich culture and beautiful outlook to be extracted accurately
Find the different DNA of INDIGO KAOHSIUNG

高雄是台灣發展進程中最重要的城市之一,也是台灣重工業的重鎮,本身就有許許多多的豐富文化內涵,早期原住民文化、漁場文化、鄭成功開發時期、日治時期的現代化到現在,如何在眾多的豐富文化中去探索能夠詮釋高雄的鄰里文化的主軸,是一項極具挑戰的工作。

Research & Analysis


Storyline Development
History And Geography Research
Culture study
Brand Attribute / Culture Development
Brand Storyline Core Value Development
Develop Brand storyline tag line

Industry Study
Competitor Analysis
Global & Local Market Evaluation
Opportunity Analysis
Market Research

Strategy & Concept


Story Board Development
Story Concept And Manifesto
Brand Culture And Value Appreciation
Onto Imagery And Design

Story Touchpoints
Brand Storyline Core Value Development

Brand Expression & Imagery Development
Create Brand Expression
Visual Expression Imagery Development
Expression Imagery Extension Concepts

Design Direction


Design Elements
Brand Book
Brand Image Development
Story Copywriting

Brand Extension Design
Key Visual Design
Conceptual Development
Collateral Design

Focus on the communication core advantage


VOCUIS inspects the strengths and values of Kaohsiung. The rich local Taiwan’s taste and diverse customs attract tourists to explore the beauty of Kaohsiung. The domestic hotel competition of Kaohsiung is fierce, but there is no international-class chain hotel, therefore, it is a good time to open up the market for HOTEL INDIGO KAOHSIUNG.

 

VOCUIS has performed deep analysis and exploration for the whole brand development of HOTEL INDIGO KAOHSIUNG. As a result, we must establish differentiated and distinctive uniqueness, and excavate unusual and unique neighbourhood culture of Kaohsiung by reading a large amount of historical materials, local visiting and living experience. Thus, VOCUIS developed the brand story and the theme line for Kaohsiung Indigo, and made the design elements and image to realize visual presentation in different hotel spaces.

Digging Outstanding Part of INDIGO KAOHSIUNG


In the early stage of execution, VOCUIS collected a large amount of information from all sides for arrangement and classification, so as to dig out the unnoticed minor details. VOCUIS made a lot of on-site visits and researches to find out a lot of interesting stories and past historical memories. We connected all kinds of rich details to build a segment of Kaohsiung city culture so that the whole theme suddenly became bright. From the three principle axes of "Grand Boat entering port", "customs broker", and "foreign goods", we could deepen more abundant elements such as customs stamps, wooden boxes, cans, lattices, childhood snacks and other local elements. It went through the layout of artful stories with style that was full of art and modern design, and then designed by architecture and interior design team in the hotel, so it was transformed into the unique design language of Hotel Indigo Kaohsiung.

 

According to the investigation, Kaohsiung INDIGO is the only one and first one in several aspects. 1. Kaohsiung INDIGO is the first international five-star chain hotel in Kaohsiung. 2. Kaohsiung INDIGO is the only one international boutique hotel next to the outlet of MRT station. In all ages, hotels have always been acted as a place for visitors to have a rest. In the past, Kaohsiung port introduced plenty of western culture and foreign goods. Now, pilgrimage travellers like an endless stream come to Kaohsiung INDIGO. City and traffic mode have changed, but the charming of Kaohsiung still stays the same, attracting and expecting the longing of people as that they hold before the Grand Boat entering port. Perfect combination of the past and present is the key playfulness of INDIGO, which is also the painstaking effort of VOCUIS to design the unique INDIGO.

Redefining the Hotels in KAOHSIUNG


After further deepening the theme as “foreign goods”, VOCUIS extracted more abundant elements which were implicitly hidden in the points that may be noticed by customers so that in every process and parts of the hotel experience, customers will feel that they live in the story and they will be surprised and impressed by the design details. Kaohsiung INDIGO provides customers with considerate concerns, more importantly, it makes efforts to bear the huge responsibility as the first brand leader.


Loyal to Brand-centred Experience and Presenting Comprehensive Brand Concept

Finally, VOCUIS recommended that HOTEL INDIGO KAOHSIUNG adopt “Foreign Goods’ as its core brand concept, and successfully created and built the theme style and complete brand strategy for HOTEL INDIGO KAOHSIUNG, enabling visitors coming for a rest to experience the beautiful historical KAOHSIUNG at every place, rich and diversified design of magnificent Grand Boat entering port and the foreign goods with western culture. Everything here bears profound memory points.


Building HOTEL INDIGO as one of the most popular hotels in KAOSHIUNG

The successful case as HOTEL INDIGO KAOSHIUNG promotes closer cooperation between VOCUIS and IHG. They have successfully built HOTEL INDIGO into one of the most popular hotels in Greater China. VOCUIS has provided support for more different HOTEL INDIGO to build the delivering basis for brand communications to enable every visitor staying here to experience the unique brand spirit which is transformed and presented at every corner through the brand touch points.

透過周密研究分析及數百頁策略建立,成功創造

並建立了每一間英迪格酒店 HOTEL INDIGO

的主題風格與完整的品牌策略.

VOCUIS creates unique and memorable hotel experience
for each HOTEL INDIGO hotel.

Each HOTEL INDIGO has many stories.These stories may happen at the original site of the hotel, or its surrounding streets, and they are fermenting as time goes by, becoming more precious. All HOTEL INDIGO hotels are located at local famous culture regions to fully show the local regional features. As for the building styles and internal decorations, HOTEL INDIGO, with its great originality, is designed and combined with local culture to build such a staying space with which the visitors and owners are so fascinated. Therefore, you will never find exactly the same two HOTEL INDIGO hotels. Staying at HOTEL INDIGO, customers may enjoy high-quality hotel living and gain a new and unforgettable experience.

VOCUIS, as the creative design development partner of IHG INDIGO, leads all members in other consultant creative teams to create brand stories and explore many beautiful stories for every entrusted INDIGO hotel from selection of story elements, theme positioning to conversion of design concepts, enabling visitors to experience its brand spirit and acting as the guidance for hotel space design and marketing strategies.

100

Countries

4700

Hotels

160

Million of Stays

10

Famous Hotel Brands


About IHG

IHG, as a global hotel group, possesses over 4700 hotels spreading in nearly 100 countries all over the world, with 674,000 guest rooms or so. IHG expects to build “Great Hotels Guests Love” by the combination of brand hotels at different regions, outstanding staff and first-class deliverable system. The core of its enterprise culture is “promise to do everything carefully and responsibly”.