Client: Kimpton Hotel Group
Property: Madera (proposed positioning and identity)
Tagline: Between Destination and Destiny.
Positioning Statement: Mysterious, dark and a little bit sexy, Madera captures the classic masculinity, bold style and hard-boiled flair of a film noir detective picture.
Brand Story: In the city of Washington DC, there are many hotels. Each of them with a story to tell. But none so compelling as the story of Madera.
At Madera, the men are men and the women are irresistible vixens with a gun in their fishnets. The smell of rain on pavement hangs in the air almost as heavily as the style in the atmosphere. Sipping Scotch on the rocks, guests stare from sleek, cozy rooms out at the bustling metro of downtown DC below. This is the Hotel Madera.
Film Noir at heart, the play of light and shadow, style and substance and relaxation and seduction are designed to captivate and enrapture the traveler looking for a metro getaway.
Waking up below the dark wooden headboard into the sleek, confident room, guests wake in the sultry atmosphere of film noir. Understated style coupled with the finest amenities and adornments give every modern-day Sam Spade a space any gumshoe would envy and any femme fatale would want to stop by for a drink.
At the door, there’s a knock. Destiny calling? Or just the coffee press and morning paper brought every morning to kick-start the day. A grapefruit and a French roast — the perfect accompaniment for thumbing through the paper looking for leads, events and the occasional crossword. Slipping into polished shoes and gray trench coats, guests prepare to leave their sanctuary from the city bustle and enjoy the town all around.
Rich, textured hallways lead to the elevator. An attendant waits, addressing each guest by name. This is more than an elevator operator. This man in the red and gold coat acts as casual concierge, giving directions, tips and gossip on the ride down to the lobby and back again.
Narrow lobby leads to street. The front desk attendant hands over a message — she’s not a clerk, she’s every guest’s personal assistant. Ready with a smile, a switchboard and a message pad, she makes every day go a little smoother from behind her swank desk.
Guests step from the front door from their film noir existence to arrive in the center of the capital city. Sound a little too upbeat for film noir? Well, in a way, there are no happy endings at Madera. After all, everyone will eventually have to check out.
If Hotel Madera were…
- If it were a person, it would be Humphrey Bogart.
- If it were a piece of literature, it would be a paperback copy of “Get Shorty”
- If it were a film, it would be LA Confidential.
- If it had a girlfriend, she would be a blond vixen femme fatale with an up-do.
- If it were a fictional character, it would be Sam Spade.
- If it were directed in Hollywood, Howard Hawks would make it.
- If it were a vehicle, it would be dark gray 1948 Packard.
- If it were a work of art, it would be the Maltese falcon.