• Baur au Lac

    Club Diagonal

    DESIGN
    Visual Identity
    Print Collateral
    Uniform Design
    Interior Design

    Challenge

     

    A grand, classic hotel that is also one of the most exclusive in Zurich, Baur au Lac has both history and prestige, and commands a privileged location on the Zurich's lake front. It also occupies a spot in both the Leading Hotels of the World, as well as the Swiss Deluxe Hotels consortium. Its nightclub, Club Diagonal, is private member's club that is a favorite haunt for the city's upper class, yet was showing signs of age. The hotel thus commissioned Studio Baeriswyl's Zurich office to renovate it into a modern classic.

    Insight

     

    With a brief to create a high-end club that is exclusive in status and positioning, yet timeless in taste, we took inspiration from the fun house in the Bond film, "The Man With the Golden Gun." The palace of mirrors in the film was interpreted as a repetition of silver circles that-while subtle-created a pop art pattern that distorted perception of space and depth.

    Solution

     

    The resulting design communicates casual elegance with sumptuous materials and an understated color palette. The recurring motif of circles was translated into the rest of the visual identity, including logo, uniform, menu, and member cards. Fast forward decades later, and the club is still one of the hottest spots in town-a testament to the longevity of its design.

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