A hotel with polyhedric soul

Services
- Brand Diagnosis
- Brand Positioning
- Visual Identity Design
- Brand Narrative
- Brand Ecosystem
- Industrial Design
- Signage Design
- Experience Design
Industry
- Hospitality and Restaurants
- Travel, Transportation and Mobility
Client

Sofia

SOFIA is the hotel that redefines the concept of luxury to offer unique experiences – both to visitors who wish to discover an unforgettable city and residents who crave exclusive sensations. You will never visit the same Barcelona twice.

Challenge

Capturing a moment
within the reach of few

The SOFIA hotel set Morillas an unprecedented challenge: to help the brand offer a sophisticated and exclusive accommodation proposition in Barcelona – a destination full of high-end options – that would appeal to visitors and residents alike.

From the outset, we identified what made SOFIA distinctive, unique and singular: it was a large hotel with over 300 rooms that had managed to survive on the fringes of the major international hotel groups. Moreover, it offered a unique Barcelona experience, which can only be lived in this city and at this time.

Its strategic location in the heart of Avenida Diagonal, the backbone of the city beyond the usual tourist circuit, allows the visitor to merge with the authentic city life. This quality inspired and guided the development of the identity and graphic language for SOFIA.

SOFIA is the hotel that redefines the concept of luxury to offer unique experiences – both to visitors who wish to discover an unforgettable city and residents who crave exclusive sensations. You will never visit the same Barcelona twice.

Solution

A meticulouslycrafted hospitality experience

Its essence, personality and character had to reflect a city that has never stopped evolving and had changed completely since the hotel opened more than 30 years ago:

a universe of infinite personalities and contrasts capable of satisfying all needs.
SOFIA should not only be open to visitors, but also to the city.

There was no better way to attract residents than with a varied selection of gastronomic and leisure options: two restaurants, three bars, a club with entertainment, a rooftop, a spa, a gym, various options for organizing events and numerous guest services, each with its own personality, carefully designed to function individually or to blend harmoniously as part of a whole.

Before / After

It was aboutdefining an own vision of luxury

Here at Morillas, we envisioned a sophisticated and unique experience of ultimate magnificence for tourists and residents alike. Today, SOFIA is no longer a city hotel but an exclusive destination for visitors and residents, a place that never stops changing, which has wound up becoming the group's new flagship hotel.

Something that can
only be experienced
in Barcelona

If you don't seek
uniqueness,
don't come

SOFIA becomes the destination for the adventurous, for those who are attracted by the altogether different and who are looking for a hotel that always knows exactly what they want.

A place where there is an answer at every moment, where unforgettable memories are waiting to be revealed. Something that can only happen in Barcelona. Welcome to needs-states luxury.

Each of the hotel's F&B concepts were defined: from haute cuisine to the most roguish.
A shoot capable of encapsulating the Sofia experience was carried out.
Different spaces were created to attract not only guests but also the locals.

Impar became the most casual and casual proposal, with its non-stop kitchen, and original, timeless, and flavour-filled cullinary proposal. The name inspired the whole concept, encompassing three bars and filling the menu with odd-numbered units and prices.

Philosofia, the hotel's embassy on Diagonal Avenue, with its cafeteria and take-away lunches, had to evoke the hotel's name and flood the streets with the brand. Philosofia emerged with its own unique identity for the venue while retaining a direct connection to the hotel, which inspired the whole concept of its identity, its space and even its menus.