Project Description:
The views from the 26th floor of W Hotel in Barcelona are stunning: ocean, city, mountains. Here, light and the changing phases of nature hold sway. They set the scene for a reinvention of this iconic night-time venue.

Noxe is a cocktail bar, Japanese restaurant, and nightclub that pulses from dusk till dawn to the rhythm of life. In this magical, twilight world, no two moments are alike. They provide the inspiration for our branding and design work that swirls and shimmers with raw natural energy. At Noxe, the rhythms of music, moon, stars, and laughter are one – boundless energy for a venue that never sleeps.

Output:
We partnered with Marriott International and the hotel owners to reimagine the brand experience of their existing sky bar, introducing a new identity, positioning and name alongside the interior design. On the outset of the project, we delved into the surroundings, intended audience and functionality of the space to form a compelling brand narrative that signifies a hyper-sensorial F&B experience unique to Barcelona.

The visual identity has been crafted to express the rhythms of the ocean waves as oscillating sounds to capture the boundless energy of the nightclub and city. We created a typographic combination of different expressive items to bring contrast, rhythm, and a sensorial element to the brand communications. The wordmark instils energy and movement with a bespoke ‘X’ character that acts as a standalone symbol referencing the moon and its phases as an apparent illusion of the nocturnal aspect of the experience.