Silken Design Guide, A Design Guide in line withthe new corporate image
For the Silken Group, a hotel is a place with its own personality, a strong character but very warm and welcoming. Rather like the house of those friends who are such good hosts, where they welcome you, take care of you, know your taste and make you feel at home, but with the invaluable plus of never being boring.
In 2021, the company updated its image to enhance its brand, a change with which it wanted to usher in a new stage. The rebranding was global and encompassed all visual elements of the company, both at corporate level and in the individual branches. While each location has its own identity, there is a unique and cohesive design that reflects the values of the brand.
BAT has worked with the Silken team to develop the company's new Design Guide. We strive to ensure that the hotels meet the highest criteria in terms of excellence and uniqueness to ensure a unique experience at each of the locations, but following the same design standards. This Style Guide is intended to provide all Silken brand project developers with the general design and construction standards required to achieve this goal.
The design principles for the hotels must therefore be consistent with the brand image, which is based on this starting point. The design must provide for brand messages in the various communication spaces of the hotel, while the infrastructure itself should also enable the hotel to be identified as part of the brand. Silken provides developers with this 'Style Guide', which sets out the principles of corporate image to be considered in all designs. We defined every aspect to be considered, from the finishes and acoustic requirements to the uses and organization in the general layout. Specific objectives in terms of hotel functionality were worked out at a strategic level before the guide was developed. Each project should adapt the distribution and configuration of all spaces to the defined strategies.
In addition to esthetic and quality criteria, Silken considers the incorporation of sustainable practices into design standards to be a compelling exercise in responsibility.
Hotels should blend seamlessly and responsibly into their local environment, maximize energy efficiency, reduce energy and water consumption, minimize waste and harmful emissions, and use sustainable materials in their construction.
Intangible details for an unforgettable stay.
