Case study · In progress
Autofficina Houses
[LOCATION] · Late Checkout Capital × LOBBY StudioOpening [OPENING]
- Client
- Late Checkout Capital (our venture studio)
- Location
- [LOCATION]
- Scope
- Concept, naming, identity, collaterals, merchandising, website
- Status
- In progress
The place
Autofficina Houses is a collection of mid-century houses for rent, each one paired with the vintage car that belongs to its era. You book the house and the keys to the car come with it. A Late Checkout Capital venture, built in-house by LOBBY from the first idea to the last object. [LOCATION].
The brief
The brief came from our own venture studio. The rental market is full of beautiful houses that all look the same online and feel the same on arrival. We wanted a collection with a reason to exist beyond square meters and a pool: a story you live for a weekend, not just a place you sleep in.
“Nobody remembers a rental. Everybody remembers the car.”
The insight
In the short-term rental market, the house alone is no longer the product. The product is the story the guest gets to tell afterwards. A beautiful mid-century house is table stakes. A beautiful mid-century house with the right car parked outside, keys on the counter, is a memory. The car is not an amenity. It is the concept.
The idea
The house, its story, and the car that goes with it. "Autofficina" is Italian for garage, a nod to the workshop where these cars were kept alive and to the era the houses come from. Each house gets its own name, its own car and its own short story; the brand ties them together with a warm, mechanical, slightly nostalgic identity, from the website to the key fob.
What we built
- Reveal
- Market analysis, positioning, business model with Late Checkout Capital.
- Compose
- Concept, naming, visual identity, tone of voice, house naming system.
- Activate
- Website, collaterals, merchandising, communication assets.
- Grow
- In progress: launch content, first houses, first cars.
In real life
The first thing a guest will see, and the first thing they will photograph: the house and the car, together, in the light they were made for.
Result
In progress. Opening [OPENING]. Follow the project on Late Checkout Capital.
Credits
- Owner
- Late Checkout Capital
- Concept, brand and art direction
- LOBBY Studio
- Photography
- [PHOTOGRAPHER]
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