Design Strategy Work

18th April 2016

A Big RED Reveal!

by Steve Christie, Agency Development Director

As I’ve written about previously, we’ve been working with the Carlson Rezidor group on developing and designing their new hotel brand, Radisson RED, for around three years now. Today for the first time, the protective plastic comes off, the scaffolding comes down and guests finally get to check in to the first RED hotel in Brussels.



We’ve been involved in developing this rock ‘n’ roll brand from the initial concept conversation three years ago through to what was revealed today and even if we do say so ourselves, it looks amazing!

The concept of the RED brand is focussing less on a luxury demographic and more a shared lifestyle mind-set, the ‘ageless millennial’. It doesn’t matter how old you are, whether you’re male or female or where you’re from. If you’re into art, music, fashion and technology then you’re the perfect RED guest.

Including Brussels, there are nine RED hotels opening globally between now and 2018 and with locations like Campinas, Glasgow, Cape Town, Dubai, Jeddah and Miami in the pipeline, Carlson Rezidor is definitely going big and not going home!




To be honest, when you work on something so big and important for so long and you’re so intimately involved with crafting and fine-tuning all the elements, you can (slightly!) forget that it’s going to be revealed to a whole new audience at some point and a day like today can be a bit emotional, even for us seasoned brand guys. We’re honestly like proud parents today!

Good luck to RED Brussels and all the hotels opening soon, we’re looking forward to being part of the journey for a long time to come!

Steve Christie, Agency Development Director

A Big RED Reveal!