Attik has won a six-figure project to brand a luxury hotel and apartment building in Buenos Aires, which is being renovated by Philippe Starck and Argentinian former fashion designer Alan Faena.
El PorteÃ±o is the first work for Starck and Faena’s collaborative partnership Cosmic Carrot. The two are turning a derelict 100-year-old building in the wealthy Puerto Madero district into a five-star hotel, spa and apartment block. It is due to open at the end of 2003.
Attik was approached by Faena without a pitch for the work. ‘Attik has a high profile in South America and he was keen to work with a group with offices in the US and the UK,’ a spokeswoman says.
Attik is creating a brand identity, marketing material and sub-brands for the project, the first stage of which is due be unveiled at the end of March. Attik kicks off work this week on the marque.
The consultancy has already presented mood boards to the client, which have been signed off, the spokeswoman says. Starck will be advising on branding, and Attik will ‘have a say’ in his interiors.
Attik co-founder and group creative director James Sommerville is leading the project, which will be driven by the group’s London and San Francisco offices.
‘We were inspired to work in a city that has been politically and financially damaged. Part of our objective is to help rejuvenate Buenos Aires as a city,’ Sommerville says.
Cosmic Carrot is also intending to incorporate a gallery space for temporary exhibitions within El PorteÃ±o.
A further four hotels are set to open in the next three years, with the next scheduled for Rio de Janeiro in Brazil.