Hines - The Trinity Quarter
Brand strategy, naming, identity and leasing website for Hines's 21,000 sqm hotel, retail and residential transformation in central Copenhagen.
- Location
- Copenhagen, Denmark
- Region
- Europe
- Sector
- destinations retail
- Services
- Creative Studio, Branding & Identity · Strategic Communications · Leasing & Launch Marketing · PR & Thought Leadership · Social & Digital
Innesco was appointed to brand a new city-centre development by Hines in the Nordics - The Trinity Quarter, a hotel, retail and residential project in the heart of Copenhagen. Located on the pedestrian shopping street Købmagergade, just off Strøget and adjacent to the Round Tower, the project transforms a set of mid-18th century buildings into a 21,000 sqm hub of retail, boutique apartments and a 240+ room 25Hours hotel. Innesco was selected to create the brand for the scheme - including naming, visual identity and logo.
A historically and architecturally sensitive transformation in one of Copenhagen's most prominent retail and tourist locations needed a brand that respected the buildings' heritage while signalling their next chapter to occupiers, hotel partners and investors.
- Brand strategy for the scheme, anchored in the buildings' heritage and their adjacency to the 17th century Trinitatis Church and Complex
- Naming - 'The Trinity Quarter' - referencing the historic context
- Visual identity and logo drawing on the original Købmagergade architecture; characteristic original window panes inform the round logo mark, which transforms into a 'Q' for Quarter
- Muted colour palette developed with the architects, reflecting traditional pigments uncovered in surrounding interiors during renovation
- Brand environment, marketing communications and PR programme
- Digital - including a dedicated leasing website used by the Hines team
The results.
- Completed brand strategy, naming, brand environment and identity development
- Identity rolled out across a coherent set of marketing materials
- Dedicated leasing website delivered for the Hines team
- A distinctive, heritage-rooted brand for one of central Copenhagen's most prominent mixed-use transformations
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