In the heart of Östermalm, Swedish hotel Ett Hem stands not just as an establishment but as a century-old ode to the essence of ‘home.’ Ett Hem, which means ‘a home’ in Swedish, is a boutique hotel in Stockholm that offers a cozy and intimate experience for its guests. The hotel’s design, created by Ilse Crawford, is a blend of modern and classic elements, using a variety of media and styles. Let’s explore Ett Hem’s Hotel’s Design makeover and how every aspect of the hotel’s design reflects its essence and spirit.
Studio Frith, the creative force behind Ett Hem‘s visual identity, takes us on a journey where nostalgia seamlessly intertwines with modernity. From typefaces to surreal photography, playful illustrations to short films, the design of Ett Hem captures the soul of the hotel and invites the guests to feel at home.
A Visual Evolution Guided by Timeless Connection
Studio Frith’s founder, Frith Kerr, and Ett Hem’s owner, Jeanette Mix, forged a connection in 2010. Almost 15 years later, Studio Frith remains the custodian of Ett Hem’s visual identity. The collaboration spans print, digital, signage, and now, a complete overhaul of the hotel’s site. Kerr emphasizes the importance of this long-standing bond, stating, “we always consider how the visual language should evolve and reflect Ett Hem’s growth over time.”
The Timeless Charm of Ett Hem
Built in 1910, originally as a townhouse, Ett Hem exudes a century-old charm that transcends time. Transforming into a hotel in 2012, it retains its core values of ‘home.’ Studio Frith draws inspiration from the hotel’s visitors, crafting the ‘Codes of Comfort.’ These rituals signify the freedom of guests within Ett Hem, capturing moments like playing board games and falling asleep next to furry friends.
Amplifying Comfort through Art
Studio Frith’s art direction brings the ‘Codes of Comfort’ to life on Ett Hem’s site. Iris De Moüy’s illustrations and animations dance across the homepage, portraying recognizable activities and figures. Polly Brown’s photography spotlights prime areas, merging sophistication with an earthy edge. Her surreal capture of a red dining table, graced by a nonchalant dog, epitomizes the hotel’s ethos – serenity with a touch of spontaneity.
Nostalgia in Motion
Polly Brown’s short films, resembling home videos, evoke nostalgia. Each frame whispers tales of familiarity, turning a local experience into a global yearning. The visual narrative on Ett Hem’s site transcends traditional hospitality representation, offering a genuine glimpse into the warmth and richness of the hotel.
A Typeface Rooted in Heritage
Ett Hem, deeply rooted in Swedish culture, inspires Studio Frith to create a typeface echoing Swedish vernacular letterforms. Unearthing details from the original letterforms, the team infuses tradition into the digital world. The result is a typeface that not only pays homage to the past but seamlessly embraces the contemporary digital landscape.
Balancing Sophistication and Warmth
Frith Kerr articulates the visual philosophy: “we combine formal and expressive and stillness and motion to strike a balance between sophistication and warmth that you find at Ett Hem.” The site captures the essence, simplicity, and suggestivity of the Ett Hem experience, avoiding prescriptive rules or excessive descriptive text.
Final Thoughts
Ett Hem’s visual metamorphosis, curated by Studio Frith, transcends the conventional realm of hospitality branding. The site emerges as a portal, inviting visitors to experience the intertwining of tradition and modernity. Studio Frith achieves more than a visual identity; they craft a narrative that beckons, urging us to leave our homes and embrace the warmth of Ett Hem – a sanctuary that beautifully blurs the lines between institution and ‘home.’
