From Awkward to Audacious
Moxy Hotel’s U-shaped architecture meant guests could peep directly into neighboring rooms. To maintain the confident Moxy brand, we had to insure guests embraced what might’ve felt like a breach of privacy and didn’t shy away bashfully.
Behind the Creative
Moxy wanted a mural on the 6-story naked concrete to distract and give guests something to admire. We felt a conceptual art installation would be more effective. Through Moxy’s playful branding we stylized, staged, and sexified the “peeping tom” feeling of gazing across the courtyard into another room.
The once questionable room experience has transformed into the most requested rooms throughout the hotel. The mural activation has become an experience worth reserving and is now positioned as an up-sell.
Catching Attention Across the Globe
Our sweet love affair didn’t end there. We continued downstairs to the main lobby where we branded a one of a kind Moxy DJ booth and bar. These brand evolutions and initiatives were initially outside the Moxy comfort-zone, but after receiving the Hotel Opening of the Year, Distinctive Select Brands (Marriott International) in 2018, Moxy Chicago is now the example hotel for future Moxy hotels.
A Zombie-Sized Bite
We helped concept, brand, and capture Moxy’s first to-die-for 24⁄7 taco bar. Located in the lobby of Moxy with a walk-up window (allowing even non-guests to enjoy these delicious tacos), Zombie Taco has since proved to be such a success that Zombie Taco’s have opened in Dallas and Louisville.