A lifestyle hotel brand of TOKYU HOTELS with branches in Sapporo and Shibuya
"STREAM HOTEL" branding and design wins 2024 Good Design Award (G Mark)

TOKYU HOTELS & RESORTS CO., LTD. (Shibuya-ku, Tokyo; President and CEO: Jun Murai; hereinafter referred to as "the Company") is pleased to announce that the branding and VI (visual identity) created in collaboration with Nadia Inc. (Shinjuku-ku, Tokyo; Representative Director and CEO: Satoru Yumiba; hereinafter referred to as "Nadia") for its lifestyle hotel brand "STREAM HOTEL" has won the 2024 Good Design Award (G Mark).

"STREAM HOTEL" is our new lifestyle hotel brand, which launched in January 2024 with two locations in Sapporo and Shibuya, proposing new local attractions and diverse travel experiences. The new brand launch project in collaboration with Nadia began by unraveling the brand concept of "DEEP COMMUNITY" into the brand message "Inspirational Local - A local that will be recognized as different, a local that will come true." We aimed to create an inspirational brand that organically links the hotel and the local area, encouraging travelers to explore undiscovered attractions.

While "travel" is an extraordinary pleasure, in recent years, there has been renewed emphasis on it being a means of achieving personal self-actualization. Rather than the stereotypical trip where everyone flocks to the same tourist destinations, can we provide value beyond just accommodation to realize a diverse trip that is tailored to each individual, where encounters with people and cultures at the travel destination give hints for a way of life and lifestyle that is unique to oneself? Based on this question, we developed a brand that combines the charm of the region with the values of a new era, offering never-before-seen discoveries and experiences, and designed a VI that evokes local experiences.

The unique design that symbolizes the "STREAM HOTEL" brand is based on a flowing (=stream) line motif inspired by the traditional Japanese pattern "flowing water pattern," and is layered with colorful motifs that abstractly represent famous spots and local specialties in the area where the hotel is located. As hotel goods and items, they add color to the memories of your trip, and also serve as a conversation starter between guests and hotel staff. In addition, witty copy is designed for the amenities, and mechanisms are created that allow guests to unexpectedly encounter nearby spots and shops, creating a connection between the hotel, guests, and the local area.

TOKYU HOTELS & Resorts will continue to capture increasingly diverse values in the future, developing and operating a wide range of hotel brands in each region, and promoting the joy of travel and the charms of each unique region.

"One of the joys of traveling is planning, but the unexpected discoveries and encounters you make along the way are the real joy of traveling and lead to unforgettable memories. This project seeks to redefine the hotel not just as a place to stay, but as a starting point for creating new encounters with the local community. What's great is that the charm of the local area is not only embodied in the public interior of the hotel, but is also incorporated into the personal guest room amenities. We were also recognized for the fact that all employees have made these efforts their code of conduct as part of their internal branding."

It is a representative Japanese design evaluation and promotion activity that inherits the Good Design Product Selection System established in 1957. As a global design award in which many companies and organizations from Japan and overseas participate, it is held every year with the aim of improving the quality of life and utilizing design to solve social issues and themes.

In addition to the "TOKYU BRAND HOTELS" which include THE CAPITOL HOTEL TOKYU, TOKYU HOTEL, TOKYU RESORT HOTELS, EXCEL HOTEL TOKYU, and Tokyu REI Hotel, there are "DISTINCTIVE SELECTION" hotels with unique personalities such as BELLUSTAR TOKYO, HOTEL GROOVE SHINJUKU, Stream Hotel, and the hotel condominium STORYLINE, and "Tokyu Vacations", MEMBERSHIP-TYPE RESORT TOKYU VACATIONS that operates nationwide (62 hotels in Japan, 6 PARTNER HOTELS hotels in Japan, and 3 overseas).

TOKYU HOTELS & Resorts has determined its purpose by asking itself what role it should play through its business.
Working closely with our customers and the local community, we create moments of fulfillment. This is the reason and meaning behind our existence. With this purpose as our foundation, we are working to achieve this.