Nobu Hotel

London Portman Square

Brand Identity |, Print |, Naming |, Illustation |, Wayfinding and Environmental Graphics

Nobu Hotel

Nobu Hotel London Portman Square is the 13th hotel from the iconic brand – founded by Nobu Matsuhisa, Robert De Niro and Meir Teper – and third collaboration between L+R Hotels and Nobu Hospitality. A contemporary approach to both aesthetics and hospitality is employed throughout, taking inspiration from Japanese architectural disciplines and minimalist design.

The concept stems from the idea to fuse Nobu’s Japanese roots with the character of the new location in Marylebone

Location | London
Client | London & Regional Properties
Sector | Hospitality

The brief was to take the existing Nobu brand and elevate it for a new Nobu flagship hotel. As we were involved in multiple touch-points across the branding, we wanted to create a holistic experience by forming a synergy between all of the brand touchpoints and ensuring all elements work seamlessly with the exquisite interiors.

The concept stems from the idea to fuse Nobu’s Japanese roots with the character of the new location in Marylebone. We achieved this by focussing on craft and tactile materials as well as refined minimalism, recognised within Japanese design, and combining this with a modern lifestyle feel to link with the local Marylebone community businesses. We built on the modern lifestyle concept and community elements by introducing ways this flagship hotel could be more environmentally conscious and sustainable through the brand collateral.

The hotel collateral concept uses the Nobu suminagashi brand pattern within the artwork, incorporating it into a striking black and white monochrome design. The bold and sophisticated design moves the London Portman Square collateral into more of a modern lifestyle direction, which differentiates the hotel from other Nobu hotels through its brand identity whilst allowing the Nobu heritage and iconic London location to compliment each other.