The Loft Hostel project is a branding project for anew hostel in Reykjavík. The hostel's target group consists of young travellers(20-35 years old) who travel alone or with friends, who take an active interestin the city life and culture, and wish to meet locals and other travellers.
Thus the main task of the project was to create afeeling of a safe and welcoming place to stay, while also encouraging the guestto experience Reykjavík and get to know other guests. The goal was to give thehostel a "homey" feel, and give the guest the feeling that"everything is thought of".
The name of the hostel is Loft - which refers tothe English word, as the hostel's reception and common areas are on the topfloor with a view of the whole city. It also works in Icelandic, as Loft is theIcelandic word for air.
The shape of the logo resembles a balloon, andtherefor the air, and also evokes a sense of playfulness. The logo alsofunctions as a placemarker for maps, and for the hostel's wayfinding system, asit changes context depending on how you turn it. The lettering in the logo isinspired by skywriting.
The exhibition setup is meant to showcase whatmeets the guest upon first arrival. There is an emphasis on helping the guestto get his bearings, with his keycard he is given a map of the immediatesurroundings and basic necessities, along with hostel rules and hours. Thehostel also has its own map of the city, and information about upcoming eventsto encourage the guest to experience the city and meet his fellow travellers.