We developed the concept for a multi-million make-over plan to give back a classic Parisian hotel property its former glory and enable it to embrace the future with confidence.
Marking the entrance of the Montmartre neighbourhood, the Terrass” Hôtel is an upscale Parisian hotel run by a family of hoteliers since four generations. Last renovated in the 90s, the hotel started to feel slightly out of date. The owning family, committed to give the hotel back its original splendour, sought our help to develop an attractive and coherent hotel concept for the decade to come.
Improving the hotel zoning
In order to understand the business context, we first conducted interviews with staff members and analysed the competitive hotel landscape. During the on-site review of the property, it further became clear that there was untapped potential in terms of floor-space utilisation. The new concept would certainly have to address the strategic hotel area usage. We finally recommended converting the last floor of the property into a restaurant to capitalise on the breathtaking view.
“Head to the seventh-floor cafe of the Terrass” Hôtel in Montmartre, a favorite hangout of artists and writers in the 1920s”
“Cette légende de la Butte vient de faire peau neuve, l’occasion de redécouvrir sa terrasse au 7ème étage. Les 92 chambres sont, elles aussi, à la hauteur. Dans l’esprit bohème du Montmartre 1900, elles rappellent les ateliers d’artistes.”
“This historic hotel, once frequented by Dali, Renoir and Edith Piaf, has been in the hands of the same family for five generations. The property is an oasis of contemporary cool located in the picturesque heart of Montmartre.”
Creating an integrated concept
The second step of the project was to breathe back life into the Terrass” Hôtel. We dug deep into the hotel’s archive and immersed ourselves into the neighbourhood to develop an authentic and credible brand story. We crafted a narrative that could be captured in one sentence: “L’adresse des artistes depuis 1911”. This anchor reflects the legacy of the property, its strong integration in the “village” of Montmartre and its association to the world of art. Based on this foundation, we derived a coherent verbal and a distinct visual identity, the latter in collaboration with a Paris based design firm. The conference facilities were transformed into “Ateliers”, the rooms into artist dressing rooms, and the lobby was redesigned to resemble a theatre foyer. Before and during the construction period we collaborated closely with the interior design team to ensure a flawless implementation of the concept.
“Creative Supply gave us the right tools to take the appropriate decisions relevant to our business context.”
, General Manager, Terrass” Hôtel
Going to market
We were finally ready to market the new identity of the Terrass” Hôtel through analogue and digital media channels. We created several client personas to develop an agile communication strategy that would resonate with the different target segments of the Terrass” Hôtel. To ensure consistency in communication, we set up editorial guidelines for the hotel blog and the social media pages of the Terrass” Hôtel.
The reopening was unanimously praised by the international press with coverage from Vanity Fair, Ideat and the Wall Street Journal. The hotel now ranks in the top hotels in Paris on TripAdvisor and the panoramic restaurant has won several accolades.