Accor
Crafting a Union of Culture and Design
Rooted in the heart of Japan, our partnership with Grand Mercure transformed localized branding into an immersive cultural experience—where every design choice and story element celebrates the unique spirit of each destination.
OUR APPROACH
For Grand Mercure Japan, we ignited a localized branding initiative, co-developing a Brand Culture Compass through discovery workshops that unearthed region opportunties. We also crafted a Localized Brand Guide with teams from all 12 locations—capturing each hotel’s distinct charm.
THE IMPACT
Anchored in a global brand vision, our design immerses guests in a cultural experience, supported by unified staff training. The “mizuhiki” motif embodies connection, framed by Japan’s chrysanthemum and Mount Fuji, fusing tradition with modern elegance in dynamic design choices.
