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Posted: 09 Feb 2014 | 6:00 am

Bangkok's Quo Global fronted by David Keen are one of the region's most innovative hospitality branding agencies. The company recently guided the Siam@Siam Pattaya on the creative journey. We are reprinting the firms project brief which makes for interesting reading -

"A statue of a tin-man monkey riding a motorcycle greets you in the wide-open lobby at Siam@Siam Pattaya. You look closer and notice that the simian's 'cycle is made up of seemingly random pieces of machinery delicately assembled. The sculpture is a fitting metaphor for the eclectic hotel, where art meets machinery and weird is wonderful.1

A sawn-in-half VW van filled with plush cushions serves as your seat in Car Bar. As you sip your drink, presented with flair by the smiling bartender2, your eyes rove over the old movie posters, car parts, circuit boards and other ephemera adorning the walls. Your gaze stops on a collection of woks and metal spatulas used by Thai street vendors. The hotel's theme-an artistic ode to the Phornprapha family's love of motoring3 and Thai culture-is playful yet sophisticated, and undeniably original.

Gulping down your cocktail you next head to the Big Fish restaurant for sustenance. Succulent smells and a painted mermaid welcome you as you step into the deep blue. Boat sails hung from the ceiling set the mood, which is completed with collages of sea creatures made of cogs, chicken wire and driftwood. It's like dining in an underwater art gallery.4

Belly full, you hear a nightcap calling from the rooftop bar. You're whisked upward, then the elevator doors open to reveal the mythical Himmapan Forest5, the legend coming to life through lush foliage and reflective infinity pools. As you mingle with the stylish crowd of discerning jetsetters, you can't help but overhear descriptions of discoveries other guests have made: "It's like a modern art museum."

Refreshed, you saunter back to your boldly colorful room, which is divided by panels embellished with expressive brush swirls and splashes of paint. You recline on your bed, and find yourself hypnotized by the abstract painting hung from the ceiling. You feel yourself sinking into the vibrant colours, as you doze off eagerly awaiting your next day in this imaginative wonderland."

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1Cultural trait "Raw Expression" can be found throughout the hotel.

2Cultural trait "Colourful Efficiency" describes how the staff embodies the spirit of the brand.

3QUO encouraged Siam@Siam to bring their passion for the history of Siam Motors Group to the forefront of the brand.

4Visionary artist, Khun Kittisak Suthumchot, responsible for the Bangkok property, was brought in to design the interior dcor of the Pattaya hotel.

5 Cultural trait "Proud Roots" makes Thailand's rich cultural heritage a central theme.

With a bold positioning and revamped visual identity, QUO helped Siam@Siam make the successful transition from a single Bangkok property into a growing hotel brand. A clearly articulated, uniquely positioned brand culture celebrates the power of the individual spirit, of fearless imagination, and the passionate vision of the founding Phornprahpa family. Led by this positioning, the team reimagined Siam@Siam's visual identity, creating a striking logo and a raw design ethos based around bold paintbrush effects. The one-of-a-kind spirit was reinforced by a new brand tagline: Unleash your Imagination. The new identity was rolled out at the recently opened Siam@Siam Design Hotel Pattaya. It is now being implemented in the original Bangkok property and will shape the brand's future openings.

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