Case study · Brand activation
Visa Hospitality Program at The Hoxton
Paris · Visa × The Hoxton · Paris 2024 Olympic Games
- Client
- Visa (official Olympic partner)
- Location
- The Hoxton, Paris
- Scope
- Concept, scenography, production, merchandising, content, on-site activation
- Year
- 2024
The place
The Hoxton, Paris. A hotel with a strong identity of its own and a lobby that Parisians already treat as a living room. For the duration of the Paris 2024 Olympic Games, it became the home of Visa's Hospitality Program: a place to host guests, partners and athletes, watch the Games, and feel part of them.
The brief
Visa called a year before the Games. The task: create their Olympic hospitality space inside a hotel that would keep running as a hotel. The risk was obvious. Drop a sponsor activation into a lobby with a personality and you get a trade-show booth in a nice room. Visa wanted an experience people would remember, and The Hoxton needed to stay The Hoxton.
“Three brands in one room, and none of them allowed to shout.”
The insight
An activation inside a hotel only works if it borrows the hotel's hospitality instead of replacing it. So we treated Visa, The Hoxton and the Olympic spirit as three universes that needed one shared idea, not three logos that needed space. We worked hand in hand with both teams, from the first sketch to the last day on site, and designed the program as a guest experience first, a brand experience second.
The idea
Entering the arena. The lobby became a stadium you walk into as an athlete: the passage, the tunnel, the light, the roar, then the stands where you watch, meet and celebrate. A concept that gave Visa a stage, gave The Hoxton a story worth hosting, and gave guests a reason to photograph every corner. The name, Hospitality Program, said exactly what it was.
What we built
- Reveal
- Brief alignment between Visa and The Hoxton, guest journey, program of events.
- Compose
- Concept, naming, art direction, scenography design.
- Activate
- Production and installation, signage, print, merchandising, content, on-site team during the Games.
- Grow
- Live screenings, athlete moments and events across the program.
In real life
The tunnel. The moment guests left the Paris street and walked the athletes' passage into the lobby was the shot everyone took, and the one that told the story in a second. Around it, the hotel kept serving breakfast, coffee and cocktails to Parisians who had not come for the Games at all. That was the point.
Result
Delivered on time for the Paris 2024 Olympic Games and run for the full program. Described by the press as one of the best private activations of the Games. [PRESS SOURCE, add name and logo]
- LOGO | Press source
Credits
- Client
- Visa
- Host
- The Hoxton, Paris
- Concept, art direction, scenography, production and activation
- LOBBY Studio
- Photography
- [PHOTOGRAPHER]
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