To Ruby, luxury means laid-back comfort instead of formalities. Inspiring people instead of pretty facades. Character and soul instead of polished surfaces. No expensive prestige addresses, but where the authentic heart of the city beats.

At Ruby, we think of our hotels as a platform for others to animate; we throw open our doors and let the city in. At the heart of all our projects is the presence of humanness — the hand touch, closely connected to the hyper-local community, a palpable heartbeat — and it comes from embracing the spirit and energy of each building and city and collaborating with artists and designers who bring it to life.

We love our neighborhood and we constantly contribute to the creative scene as well as to the environment. This is what feels right to us. We prefer rough edges instead of slipperiness, nonchalance over exaggeration, and laughing loudly and heartfully instead of gossiping quietly. It turned out that hotels were a perfect vehicle for our love of creative collaboration, vibrant social spaces, and idiosyncratic design. Each Ruby property has its own unique personality under the ethos of radical inclusivity.

With every new Ruby, we renew our focus and energies and deep dive into research, seeking unexpected points of inspiration. It helps keep the brand elastic and exciting while feeding our team’s drive to move ever forward.

The main target group that Ruby Hotels cater to is anywhere between midscale and upscale, the psychographics of the Cosmopolitan Avantgarde. They are looking for something unique and original; they appreciate character and angles and want the things around them to have real souls. However, its current identity is not in line with the age group. With the rebranding of Ruby Hotels, guests should be able to experience Ruby Hotels not only through retro and creative interior design but also through a modern visual identity system.