Responses by Hagar Erez, founder/creative director, Ark Visual
Background: The target audience is businesspeople and couples ages 25-55 from Israel and abroad. The purpose is to create a boutique hotel experience. Ark Visual was given full creative license over the design and naming of the hotel situated in the lively Jaffa Flea Market in Tel Aviv, Israel.
Reasoning: We focused on the architectural details of Elmina’s Ottoman Era inspired building, along with the particular light experience that can be viewed through each window of the building. The curvature of Elmina Hotel’s Ottoman window arches is the basis of the logo and font’s shape, connecting Eastern and Western influences in a sleek format.
Challenges: The room numbers, which originally were designed in a very slim art deco inspired font. During the production of the numbers, we realized that the width of the line had to be doubled for it to be possible to execute. It was challenging to maintain the elegance of the design within the size limits.
Favorite details: Succeeding to incorporate the sleek, elegant, art deco influence that originated in Europe, and the oriental aesthetic of the Ottoman Era. We managed to represent the eclectic, multicultural nature of the area.
Visual influences: My main visual influences for Elmina Hotel came from Jaffa’s illustrious history as a 3,500 year old port city, its fierce orange-hued sunsets, the architectural details of Elmina’s building, including the curvature of the Ottoman window arches, and the art deco era.
Anything new: I learned how to integrate different approaches. The roof that was designed by the architect Ron Arad, in collaboration with Moroso, gave an African, Senegalian air to the project. Studio Michael Azoulay’s interior design expressed a European, elegant point of view. Our job was to make it all come together harmoniously, and create a new, refreshing up-to-date brand identity. Also, that the more factors there are to be taken into consideration, the more depth and richness is gained in the final result. The research we did on the history of the area and the building was expressed by the graphic elements. In addition, we used very bold, bright colors in this project and that is something that I will definitely incorporate in the future.