Jaz in the City, a unique new hotel concept that dances to its own beat, has had its official grand opening in Amsterdam with a massive party that was kicked off with a spectacular music and dance performance on specially erected scaffolding representing the launch theme of ‘Built by Music’. Musical performances were staged throughout the hotel, including live music in the lifts and sets by famous DJs.
Check out the video of the official opening:
The Jaz in the City story began when Germany’s Steigenberger Hotel Group approached QUO with the challenge of creating a distinctive, experience-led hotel brand that would inspire today’s global travellers. Following a study of what modern travellers are looking for from a hotel, QUO developed the musically-inspired brand essence of Jaz as ‘In-Tune but Off-Beat’.
Jaz has the guest experience at its heart. Instead of a traditional hotel, guests feel more like they are staying at the home of their stylish local friend. Jaz is always highly dynamic and full of energy, with each hotel reflecting the urban culture of the city that surrounds it. Guests at Jaz are immersed in the local art, music and cultural scenes with performances held at the hotel and guests always being kept in the know about events going on in the city.
Following development of the Jaz brand strategy, QUO’s creative, content, video and digital teams worked together to make it a reality through the creation of a logo and a visual corporate identity, a unique and jazzy tone of voice, advertising campaigns and a whole host of collateral.