Lotte L7 Hotels

Lotte Hotels and Resorts is one of South Korea’s premier hospitality and real estate developers with 40 hotel chains throughout the world. Last year they reacted to the market with their own concept of a “lifestyle hotel" aimed at the budget-conscious Millenial, called L7.

b. on brand redefined and developed L7’s brand identity and experience guidelines in order to provide a solid structure for the brand story.

Key to the success of the project was establishing a strategic roadmap for Lotte’s design and operations teams. Bertrand led a series of discovery workshops and exploratory field trips to analyze the strengths and weaknesses of category competitors, and innovate best-in-class hospitality concepts.

b. on brand also developed a series of prototype environments and experience protocols designed to underscore the over-arching L7 brand principles, and ensure that there would be a common thread that would make all L7 Hotels identifiable, memorable, and compelling reflection of the surrounding community: in short, a “sense of place.”