Opportunity: Icon Hotel (now Mercure Icon) is Worldwide Hotel’s flagship property on Club Street. The new 800-room, 4-star hotel opened in 2022 and includes 20 floors of hospitality and retail.
Insight: Using our brand pillar framework, to test hypotheses, Tangible developed the concept of ‘Lean Luxe’ for the Icon Hotel to reflect its ambition to target informed, cosmopolitan travellers from the business and leisure sectors with curated luxury experiences at great value.
Result: The Mercure Icon is performing exceptionally well, establishing itself as a highly successful flagship property and a major crowd-favourite (Winning the Best Midscale Hotel in Asia Pacific for two consecutive years, 2024 and 2025). As the largest Mercure hotel in the world with 989 rooms, it has captured significant market share by blending affordable midscale pricing with a premium location.
Tangible developed the name and visual identity of the hotel once the positioning of ‘Lean Luxe’ had been approved. The name ‘Icon Hotel’ represents a benchmark in both luxury and value. This continues through a Visual & Verbal Core Element system as part of the hotel branding that reflects a sophisticated personality with an accent of Magenta, to reflect a modern hotel branding twist.
A Messaging House was written to communicate the brand attributes to different stakeholder groups and a complete set of template applications was created. Finally, Tangible developed the website and sales materials to communicate the unique proposition of the new Icon Hotel on Club Street. (managed by Worldwide Hotels)
Together with the client team, Tangible developed the uniform design for the new Icon Hotel. A brand book was then developed for staff, to inform and inspire them with the positioning of ‘Lean Luxe’.
Through the positioning work, Tangible did for the Icon Hotel, we developed and tested Product and Service ideas with the project team.
Through the work we did with our Brand Personality Framework™, Tangible developed a series of ‘mood boards’ to illustrate personality of ‘Charming, Sophisticated and Polished’ throughout the interior design of the Icon Hotel.
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Tangible Pte Ltd.
5 Purvis Street,
#02-08,
Singapore 188584
+65 6338 6320
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