Art Mai

Nowhere in our research told us that in the centre of downtown Chiang Mai lived an artistic hub filled with art galleries, trendy coffee shops, stylish restaurants and creative markets. What it also had was boutique hotels, lots of them, which made booking challenging. As designers, we are always looking for a creative space to stay, and we wanted Our vacation in Thailand to be no different. We had to leave inspired. So this line from Trip Advisor about ART MAI GALLERY HOTEL caught us – “Fashionable hotel offering art-inspired rooms, a trendy restaurant and a gallery, plus a rooftop pool.” Art-inspired rooms AND a gallery???! Sold!

Art Mai has taken the slogan “Where art meets style” and ran with it all the way to designer heaven. The building’s cross-hatched design bleeds into every aspect of its branding directly referencing its gatsby era logo — a theme that reappears in spot gloss paper, texture changes on walls and staff uniforms. Art Mai’s spaces are mostly colourless (greys, blacks whites, brick and wood), except for wall art, but reminiscent of New York warehouse art galleries almost saying, “we aren’t a creative space, we’re a space inviting you to be creative.” This unspoken phrase breathes throughout the space, from the easel with blank paper and pencil set up in our room, to the whimsical door hangers. Their downstairs art gallery refreshes itself every three months, and every floor is themed. Our room was on the 6th floor and themed surrealism.

The Case Study

ART MAI GALLERY HOTEL’s website boasts that it is “…inspired and dedicated to Thailand’s well-known artists. The rooms at Art Mai Gallery hotel are a collaboration by some of Thailand’s foremost artists. Each floor of the hotel features the work and art-theme adopted by one of these artists.” The hotel lives this out in every aspect of their branding.

In a city as experimental as Chiang Mai, a rooftop pool is not enough to put a dent in the skyscape; it’s not a unique selling point. In a world where boutique hotels are on every vintage-scooter-lined streetcorner, more is needed. Art Mai found their voice and made it echo throughout their branding with consistency and authenticity.

As visual strategists, we are always trying to encourage clients to find their unique voice. What makes you different? What do you bring to the table that makes you unforgettable? Why should I pick you above all the others in your field? What is your Art Mai factor?

In a world where there are numerous artistes, fashion designers, restaurants, photographers, motivational speakers, writers, craftsmen, etc., you are going to need more. Branding is how you execute this, but it has to come from deep inside you, or it will not be authentic.

Find your unique voice and make it echo.