YUP HOTEL
HASSELT, BELGIUM
September 2014 - Different Hotel Group had plans to add a different type of accommodation to their portfolio. A ‘luxury on budget’ hotel that would accommodate mainly young couples who wanted to spend a weekend in the city. They wanted this place to be called ‘YUP’, and that was that. Everything else needed to be designed.
The ‘Yuppie Handbook’ was written in the 80's a as a sarcastic manual on how, as a ‘normal’ individual, you could become part of this elite. It gives a step-by-step walkthrough on how to dress, act, walk, talk, live and breathe like a Yup. The book paints a sarcastic picture of the Yuppie lifestyle; Greedy and superficial. This ironic and sarcastic image of a YUP became the concept for this brand. Under the name YUP we now created a place that looks fancy and posh, but in reality is nothing more than a superficial layer of golden varnish... Where greed is good and more is more.
Transformation of facade, from 'Ibis' to 'Yup'
Design by Simone Pullens
Branding & identity by Serge Haelterman
Images by Hugo Thomassen
for Creneau International
