Case Study
Designing a Sub-Brand for a Globally Leading Name in Hospitality
Designing a Sub-Brand for a Globally Leading Name in Hospitality
Discover
Building a Sub-Brand and Product Tailored to a Different Market Group
Berthold was conceived as a strategic extension of Çırağan Palace Kempinski’s brand, one that could engage a new audience without compromising the exclusivity of the hotel. The idea centred on transforming an underused outdoor space by the Bosphorus into a premium yet approachable destination for non-resident guests. Positioned between sophistication and accessibility, Berthold offered wine tastings, fresh pastries, and a relaxed atmosphere designed to attract locals, passersby, and tourists seeking a refined experience without the premium price of a stay. The design, branding, and spatial concept balanced modern elegance with the hotel’s timeless identity, ensuring both harmony and distinction. This sub-brand not only diversified the hotel’s customer base but also created a new revenue channel, allowing Çırağan Palace to expand its reach while preserving the integrity and prestige of the Kempinski brand.
Client
Çırağan Palace Kempinski Istanbul
Industry
Hospitality
Year
2020
Services
Branding, Logo Design
Discover
Building a Sub-Brand and Product Tailored to a Different Market Group
Berthold was conceived as a strategic extension of Çırağan Palace Kempinski’s brand, one that could engage a new audience without compromising the exclusivity of the hotel. The idea centred on transforming an underused outdoor space by the Bosphorus into a premium yet approachable destination for non-resident guests. Positioned between sophistication and accessibility, Berthold offered wine tastings, fresh pastries, and a relaxed atmosphere designed to attract locals, passersby, and tourists seeking a refined experience without the premium price of a stay. The design, branding, and spatial concept balanced modern elegance with the hotel’s timeless identity, ensuring both harmony and distinction. This sub-brand not only diversified the hotel’s customer base but also created a new revenue channel, allowing Çırağan Palace to expand its reach while preserving the integrity and prestige of the Kempinski brand.
Client
Çırağan Palace Kempinski Istanbul
Industry
Hospitality
Year
2020
Services
Branding, Logo Design
Section
Expanding Guest Experience Beyond the Stay
At Çırağan Palace Kempinski, the challenge was to engage a new audience segment, visitors who were not hotel guests, without diminishing the brand’s luxury positioning. As Art Director, I proposed and developed Berthold, a sub-brand concept designed to activate the underutilised open space overlooking the Bosphorus Bridge.
The goal was to create a refined yet approachable environment that complemented the hotel’s prestige while attracting a broader demographic. The concept introduced a wine and pastry experience accessible to the public, transforming the area into a vibrant social space for locals and passersby.
This initiative extended the hotel’s brand presence beyond its rooms, increased visibility to street-level visitors, and opened a new, sustainable revenue stream, all while preserving the exclusivity and elegance that define the Kempinski name.
Section
Expanding Guest Experience Beyond the Stay
At Çırağan Palace Kempinski, the challenge was to engage a new audience segment, visitors who were not hotel guests, without diminishing the brand’s luxury positioning. As Art Director, I proposed and developed Berthold, a sub-brand concept designed to activate the underutilised open space overlooking the Bosphorus Bridge.
The goal was to create a refined yet approachable environment that complemented the hotel’s prestige while attracting a broader demographic. The concept introduced a wine and pastry experience accessible to the public, transforming the area into a vibrant social space for locals and passersby.
This initiative extended the hotel’s brand presence beyond its rooms, increased visibility to street-level visitors, and opened a new, sustainable revenue stream, all while preserving the exclusivity and elegance that define the Kempinski name.
Outcome
Real Impact for a Real Audience
Following the launch of Berthold, the open space by the Bosphorus transformed into a lively and profitable social hub. The concept successfully attracted locals, passersby, and event visitors who sought a refined yet relaxed experience without booking a stay. The combination of a curated wine selection, artisan pastries, and a distinctive ambiance enhanced the hotel’s reputation for innovation while generating consistent new revenue.
Built for Sustainable Growth
Berthold was designed with scalability in mind; its adaptable format allows for seasonal events, brand collaborations, and new product lines to evolve naturally within the same space. This flexibility ensures the concept remains dynamic, fresh, and aligned with the Kempinski brand’s standard of excellence, all while continuing to expand its connection with a broader audience.
Outcome
Real Impact for a Real Audience
Following the launch of Berthold, the open space by the Bosphorus transformed into a lively and profitable social hub. The concept successfully attracted locals, passersby, and event visitors who sought a refined yet relaxed experience without booking a stay. The combination of a curated wine selection, artisan pastries, and a distinctive ambiance enhanced the hotel’s reputation for innovation while generating consistent new revenue.
Built for Sustainable Growth
Berthold was designed with scalability in mind; its adaptable format allows for seasonal events, brand collaborations, and new product lines to evolve naturally within the same space. This flexibility ensures the concept remains dynamic, fresh, and aligned with the Kempinski brand’s standard of excellence, all while continuing to expand its connection with a broader audience.
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new users in the first 3 months
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growth in user engagement
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months from Initiation to Launch
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satisfaction rating in user surveys
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new users in the first 3 months
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growth in user engagement
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months from Initiation to Launch
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satisfaction rating in user surveys
