Work
nathan birch, ceo interbrand AUSTRALIA

Bringing the
best of Japan
to the rest of
the world














Prince akatoki
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Introducing The Prince Akatoki. Aimed at high-end travellers looking to escape the chaotic
pace of modern life.

Incorporating a minimal aesthetic, the promotion of mindfulness, a spotlight on craftsmanship, and a meticulous attention to detail — we were inspired not only by Japan, but a Japanese way of life. And because The Prince Akatoki was created with fusion in mind, it doesn’t feel out of place in London, Paris or New York.

Starting with a strategy that spoke to a unique brand proposition — to exemplify Japan’s unique sophistication and hospitality to the world — we were tasked with developing a name, visual identity, and design system that reflects our modern take on Japanese tradition.

But any hotel’s success lies in the experience. So we went beyond just the concept. Based on our time in Japan, shadowing the staff and learning about their unique style of hospitality from the heart, we developed a customer experience handbook for The Prince Akatoki team.

We made interior design guidelines that embeds the brand’s principles into every built space. And we worked with illustrators, haiku masters, and craftspeople to create unique pieces of art.

The name Akatoki comes from an
ancient Japanese word for dawn. It captures the optimism and positivity
for the day ahead. As the sun comes
up each morning, guests at The
Prince Akatoki will wake up relaxed, rejuvenated, and ready for the
possibilities of the day ahead.

The very first hotel will debut in
London in September, followed by a
newly built property in Guangzhou, Southern China. And there are plans
to expand to 25 cities the world over.

So no matter where you, every time you check in to The Prince Akatoki, you’re invited to slow down, breathe, and re-enter the world feeling better than before.

The name Akatoki comes from an ancient Japanese word for dawn. It captures the optimism and positivity for the day ahead. As the sun comes up each morning, guests at The Prince Akatoki will wake up relaxed, rejuvenated, and ready for the possibilities of the day ahead.

We call this feeling Poetry at Dawn. It is the idea that drives every detail in the brand experience; from the logo, an identity inspired by the colours of sunrise, to a guest experience that emphasises the best ways to start your day.