Background

Hobo is a boutique design hotel in Stockholm’s city centre. The hotel collaborates with prominent artists, musicians and designers to create a free-spirited environment for the urban traveller. In addition to its 200 guest rooms, the hotel also features two floors of food and drink, a stage and a pop-up space. The interiors were designed by highly acclaimed architecture firm Studio Aisslinger.

Approach

Of Stockholm’s 150+ hotels, not one meaningfully connects today’s creative-minded traveler to the dynamic life and trends that the city is known for. Most hotels attempt to appeal to travelers by unnaturally emulating other city hotels like those of New York and London. The true Stockholmer’s hotel is long overdue.

Not having to look far, inspiration was sought right from our backyard. A hotel brand experience was created that digs out and celebrates beloved spots, music, design and other things of local interest. The result is a unique and homegrown community that unlocks Stockholm to the curious visitor.

The Hobo mark takes its letterforms from beloved Stockholm structures – Kaknästornet, Slussen, Sergels torg and Hötorgsskrapan.

Like the logo, the Hobo pattern also borrows from a beloved Stockholm structure – Sergelfontänen. Names of favourite local spots are also sprinkled throughout the pattern.

For Hobo’s bath products, a unique bottle structure was designed that feature a ridge in the shape of Stockholm’s Kaknästornet. The ridge, together with the embossed logo, function as a simple anti-theft device when placed into the custom-designed shelf.

Some images are courtesy of Hobo, Studio Aisslinger and Stockholm Stad.