CONCEPT & BRAND DEVELOPMENT
At Parklane Properties – House of Design, we specialize in creating distinctive and innovative hotel and F&B concepts that stand out in the market. Our approach is rooted in the belief that each property deserves a unique identity, and that is why we develop every concept as a standalone brand. From the initial idea to full implementation, we guide our clients through a structured process that ensures each project reflects their vision while also aligning with market trends.
CONCEPTS
Our process begins with a creative exploration of the brand’s core identity, including the development of a name, logo, color schemes, typography, and overall design aesthetics. We then define the brand’s vision, mission, and values—ensuring these elements form the foundation of a cohesive and memorable guest experience.
Once the brand’s identity is solidified, we move forward with a detailed brand presentation, followed by a comprehensive brand book. The brand book outlines not only the brand philosophy but also details the hallmarks, target groups, and other critical brand elements. We continue refining the brand with a brand manual, look book and standard operating procedures (SOPs), which provide practical guidelines for maintaining the integrity of the brand throughout its lifecycle. Lastly, we offer ongoing brand management services to ensure the concept continues to evolve and perform effectively in the marketplace.
Our goal is to deliver creative, market-driven concepts that enhance guest satisfaction, differentiate the property, and drive long-term success.
ANALYSIS
Before embarking on any design or concept development, Parklane Properties – House of Design conducts a thorough analysis to ensure that every decision is backed by data and aligned with market realities. Our analysis phase includes two key components: a situational analysis of the hotel or property and a detailed market analysis of the location.
We begin by assessing the existing condition of the hotel or restaurant. This involves an in-depth evaluation of the property’s current brand positioning, operational capabilities, customer base, and competitive landscape. By understanding what is already working and what challenges the property faces, we can craft a concept that enhances strengths and addresses any weaknesses.
In parallel, we perform a market analysis to evaluate potential opportunities for the hotel and F&B concepts within the specific region. This includes studying local and regional market trends, consumer behavior, competitor strategies, and potential demand for various food and beverage offerings. Through this dual approach, we create a solid foundation on which to build a tailored and sustainable brand concept.
Our analysis not only informs the creative process but also ensures that each concept is designed to succeed in the marketplace.
TAILORMADE HOTEL
AND F&B CONCEPTS
At Parklane Properties – House of Design, we believe that no two hotels or F&B establishments should be the same. That is why we specialize in creating tailor-made concepts that reflect the unique character of each property, while also catering to the specific preferences and expectations of its guests.
Our team works closely with hotel owners and operators to understand their goals, challenges, and vision for the property. After completing a detailed analysis, we collaborate to develop custom concepts that encompass every aspect of the guest experience, from design and ambiance to service and operations.
Each concept goes through a rigorous development process that includes naming, logo creation, visual identity design, and the formulation of a clear brand vision and mission. We also provide in-depth brand books and manuals, ensuring that the concept is fully realized and can be consistently executed across all touchpoints.
Whether it’s a high-end luxury hotel or a casual, trendy restaurant, our tailor-made concepts are designed to align with market trends while offering guests a one-of-a-kind experience. We are committed to helping our clients stand out in the competitive hospitality industry by delivering concepts that are not only visually striking but also operationally sound and financially successful.
CREATED BRANDS
