Briefing of the Thesis

The Hotel Monegal rebranding project focuses on transforming the historic Casa Francisco Oliva into a distinctive luxury boutique hotel in central Barcelona. Balancing historical preservation with modern luxury, the project aims to create an intimate 50-room boutique hotel amidst a mass tourism hotspot. The brand strategy must highlight the building's heritage, offer an intimate guest experience, and integrate sustainable practices that positively impact the local community. Beyond rebranding, the goal is to establish Hotel Monegal as a cultural landmark that exemplifies socially conscious luxury, harmonises global trends with Barcelona's identity, and redefines hospitality through innovation and thoughtful storytelling.

Project/Thesis description

The Hotel Testimo project represents an inspired reimagining of the historic Hotel Monegal into a destination that seamlessly blends heritage with contemporary luxury. Guided by core values of embracing change, fostering connections, and applying excellence, the concept redefines hospitality through storytelling, sustainability, and cultural integration.

At the heart of this project is the narrative “Looking In and Looking Out,” which captures the duality of honouring the building's storied past while embracing its dynamic location in Barcelona’s Plaza Catalunya. This theme runs throughout the branding, service design, and communication strategy, ensuring a cohesive and immersive guest experience.

The branding strategy is anchored in purpose and authenticity, with the name “Testimo” resonating deeply with cultural and emotional undertones. The visual identity elegantly balances historical charm with modern sophistication, while sensory branding engages guests across multiple dimensions, creating an unforgettable impression.

The service design revolves around “The Host,” a brand character embodying warmth, professionalism, and adaptability. Guests are guided through a meticulously crafted journey of personalised experiences and sustainable practices, positioning Hotel Testimo not just as a place to stay but as a vibrant storyteller and creator of lasting impressions.

The communication strategy leverages the “Looking In and Looking Out” theme to create compelling, cross-platform narratives. A poetic tone invites guests to connect with the hotel’s character, while a strategic timeline ensures consistency across digital, social, and traditional channels.

Hotel Testimo reflects intentional hospitality design, turning challenges into opportunities and transforming a historic building into a destination that celebrates connection, heritage, and excellence. This rebranding project is a blueprint for a meaningful and transformative guest experience.

Student project