Client: Capella Hotels Group
Capella Hotel Group is the wholly owned hospitality subsidiary of Pontiac Land, a privately-owned luxury real estate developer, and proprietor of numerous accolades including No. 2 Best Hotel Brand in the World (Travel + Leisure) two years running in 2020 and 2021. Capella Hotel Group launched the Patina brand in 2021 for a new generation of travellers who are creative, design literate and have penchant for fostering deeper connections with the world around them. The inaugural property opening in Fari Islands in the Maldives is a dazzling new addition in the Indian Ocean that personifies the independent mind and sprit at its core. With additional destinations of Ubud, Osaka and Sanya in the horizon, Patina brand is set to defy the status quo in the otherwise all too predictive premium lifestyle hotel sector.
Normal . has been selected to supercharge Patina Maldives Brand Experience and take what is already a destination of wondrous depth to new levels of immersive experience. Building on Patina brand’s new age, experiential luxury programs such as zero-waste practices, sensory deprivation wellness program and permanent art collections, Normal . is executing a series of experiential programming throughout 2023 to the target community on and off the island to bring Patina Brand Experiences to life.
Normal . Brand Experience
Increasingly, modern travellers expect more from luxury lifestyle products; they seek immersive experiences to engage with brands.
Normal . adopts Seven-stages of Guest Journey as the framework to translate Brand Identity into Spatial Programming.
Pathways . a Normal methodology
Once the blueprint for space is developed, those spaces now need activating. Normal . calls that final step of Brand Experience development Experiential Programming.
Normal . employs New Life Habits, a framework and lens through which you see Experiential Programming, to drive brand immersion.
Experiential Programming series
Throughout 2023, Normal . lead creative direction for a series of Experiential Programming for Patina Maldives. New Life Habits framework was applied in creating a series of immersive brand events.
The first event of its kind is called Experience as Healing and will be held on June 2-3, 2023. Event larger and longer program called Cosmopolitan Ocean is being planned for September 2023.
As for our criteria, the projects that present a bit of radicality are eligible.
Marcio Kogan on how he selects projects