Boutique Experience

Brand Identity | Print | Digital | Guest Experience | Merchandise

The project transforms a hospitality brand into an experiential narrative that communicates creativity, artistry, and immersion. The objective was to create a cohesive identity that reflects the avant-garde, surreal aesthetic of Miró while maintaining functional clarity for guests.

The identity for Automatism Hotel draws on Surrealist automatism, using abstract forms, bold color, and fluid compositions inspired by Joan Miró’s visual language. The logo operates as a modular element, adapting across print, digital, and environmental applications.

Stationery, guest amenities, and a lookbook extend the hotel’s dreamlike atmosphere into physical touchpoints. Together, the system balances playful artistic expression with functional clarity, positioning Automatism as a cultural experience where art and hospitality converge.

See the process book