Overview

An embodiment of French elegance and majestic presence, Sofitel Metropole Hanoi – a unique landmark in the heart of Indochine – has for over a century welcomed ambassadors, heads of state, celebrities and legendary writers. In 2008, the Hotel Metropole Hanoi became the first designated Sofitel Legend – an elite, opulent collection of only nine historic properties and palaces worldwide.

The Challenge

To bring the identity of the brand in line with its premier position as a Sofitel Legend. Keen worked with Sofitel to bring the essence of the Metropole to the fore – highlighting its heritage as the setting for legendary moments and stories and preserving its original charm – while elevating its levels of luxury to new heights with personal butlers, clefs d’or and award-winning cuisine to create a truly legendary experience.

The Solution

Based upon the Brand DNA developed by Keen for both the hotel and Le Spa du Métropole, a new, iconic identity was created and applied to a complete rollout of applications, elevating the entire guest experience. Each sentence, each brushstroke, each image treatment was designed to imbue the elegance, rich history and magic of the property, captured in a series of Legendary Moments. These “Legendary Moments” – short vignettes centred on illustrious personalities and milestones of the hotel throughout the years – were brought to life with historic images, poetic narrative and an original score composed especially for the Metropole’s début.

In addition, the hotel’s original Le Spa du Métropole was branded, enhancing its offerings to provide yet another legendary Metropole moment.

Keen designed all hotel operational collateral, marketing material, video presentation and Le Sp branding manual.

Keen’s tagline for the property, “Live the Legend” – three words that succinctly capture the Metropole experience – will now be applied to all future Sofitel Legend properties across the board.