2060. THE NEWTON HOSTEL
Market audit and trends
Brand strategy
Naming and brand narrative
Corporate identity
Interior and furniture design
Graphics in space and signage
Website and communication media
Location ______ C/ Cabeza, 11, Madrid
Period of work ______ 2017 - 2018
Surface area ______ 1.511m2
THE COOLEST HOSTEL IN EUROPE IS IN MADRID AND ITS AN INTEGRAL PROJECT BY WANNA STUDIO
More than 300 years ago, Newton predicted that the world would end in 2060. This date, in reality, is an invitation to live in the now. Something that, in our day to day, we don't always do. But that we should do when we travel.
This is how 2060 The Newton Hostel was born. A 360º project in which we applied the creative concept from macro to micro, and where we did everything. We learned a lot, lived a lot with our customers and revolutionized them. The result? 2060 is not a hostel. It is a hymn to life, a refuge where you can live every minute with all five senses, between nature, art and design, until the end.
You can feel this when you are standing in front of the building, where a street artwork welcomes you with a very tempting and disturbing message: Welcome to the end of the world. If you bring yourself to come in, you accept with your own footprints the only admittance rule: keep in mind all we have is now, as you can read in the doormat. Beyond the entrance door...you are in another world.
2060 is a refuge for the bon vivant, in which Wanna wanted to stimulate the senses globally. The fragrances take part in the experience, they anchor you to the present and at the same time, they teleport you to an urban oasis, where you notice the smell of freshly cut grass or mint or fig tree notes. The plants and animals climbing the doors and windows, surrounding the corridors, reinforce this feeling visually. The landscape and graphic proposal to highlight nature is, in fact, one of the main features of 2060. Within a few minutes of being here, you will forget you are in the centre of Madrid.
The interior design proposal is inspired in Newton’s prophecy, but always looking at the future. To achieve this, they combine elements and materials aged on purpose with other modern and surprising, or even invented by the studio itself. For example, the multipurpose desk made of aged mirror which serves as reception, boutique and counter; coexisting and contrasting with the futuristic countdown to the end of the world dominating the lobby.
To get to your room, you make a sensory trip; you dive deeply into the brand experience. If you decide to take the elevator, you will do it in a vegetal capsule, with birds cheeping, literally. If you walk upstairs, you will go through the five stages of grief, as indicated by the original signage of each floor, created ad hoc.
Once in your room, the bunk beds botanical illustrations (with a modern touch, a very bold layout without serif) will seduce you. The design of the bunk beds itself is a creative exercise with a purpose. They have been designed and created specifically to offer an experience over the expected. Besides improving the hosts rest thanks to a panel and curtain system, they promote the interaction and fun, with the illustrations serving as a photocall.
After leaving your luggage and having some rest, is time to explore.
That is how you will be finding messages here and there, as tips to learn how to live the moment. But all with objects and design pieces that prove that in 2060 nothing has been left up to fate. In fact,Wanna One has selected and orchestrated eight young artists and designers to create unique art pieces for the hostel. Besides the exclusive pieces, all furniture and materials are signed by renowned national and international brands, without forgetting new brands and emerging artists. All this contributes to making 2060 quite different from everywhere else, even from a hostel.
A year ago, we were commissioned to design the website for that new hostel. And we got really excited. We ended up creating a concept and a universe, inspired by Isaac Newton's prophecy, but with our sights set on the future. From that moment on, we embarked on an adventure of unknown dimensions: to transform an old six-story warehouse located in the center of Madrid into an urban oasis. And a celebration of life.
From a vital experience level, 2060 is more a hostel than any other one, because it leaves its mark. Not because of the services they offer or the plans they propose every day to enjoy or “hacer piña” (Spanish for “Stick together”) – even if Newton was more of an apple man. It is because everyone staying in 2060 shares the hunger for life and the desire of conquering the world. And that creates a special connection between hearts.
Thanks to Felipe and Sergio and their blind trust in us and the harmony of our hearts, we were able to do something we had never done before: invent a refuge for lovers of life. And we were able to do it with love, freedom, and patience. Without sacrificing the details, having fun. Accompanied by professionals and artists who have helped us enrich the universe of 2060.
That's why 2060 is not a date. Nor a hostel. For us, 2060 has been and is our greatest gift.
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AWARDS:
ADCV Awards. Finalist 2019. Graphics in spaces.
Hospitality Design Award 2019. Best Select-Service Hotel.
German Design Awards. Nominee 2020.
Hostelco 2020. Best Hotel Concept.
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THANKS!
