17 October 2011

Old City New Luxury

Hitting the international radar as one of the world’s most ambitious and exuberant cities, Baku is the capital of the oil-rich country of Azerbaijan – located on the Caspian Sea, just north of the Middle East and bordering both Europe and Asia. Since the country regained its freedom in 1991, the Azeris have been tapping their key commodity to reclaim their history and build a bold new future.
Steps from the Old City, Four Seasons Hotel Baku boasts the capital’s most high-profile location on Neftchilar Avenue, Baku’s most prestigious boulevard.
Developing a visual identity for such a unique destination as this required a great deal of research and understanding of the culture and heritage before we could put forward any meaningful concepts. Two directions were proposed.
The first being the fusion of the old and the new, the past and the present. With a strong influence from its Turkish and Islamic roots a prominent visual identity of Baku was developed with the use of geometrical arabesque patterns.


The second direction derived itself from the Ottoman and Islamic architectural styles which meld with European influences. We drew our inspiration from the late 19th century French urban architecture used for the hotel. The line art of the exterior encapsulates the grandeur and personality of the hotel and offered numerous aesthetic representational routes.

The final part of the challenge is now in full swing, overseeing print production in Azerbaijan. Once the project is complete in late 2011 we will be sure to share with you what will be a stunning project.

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