Our Assigment 
 

When C-Hotels and Vastgoedgroep Degroote set out to build the first newly constructed hotel in Ostend in over two decades, they needed a complete concept that would anchor the new Sky District and redefine what hospitality in Ostend could look like. We were asked to develop the total concept: market research, positioning, naming, brand strategy, tone of voice, visual identity, interior concept, guest experience and brand activation. All aligned to create a hotel brand that would feel timeless, rooted, and unforgettable.
 

The challenge
 

Ostend is a city with a strong soul. Colourful, a bit rough around the edges, full of character, but too often reduced to clichés. There were already many hotels in Ostend, but none that truly embodied it.
 

We were tasked with creating a hotel that would:
 

• Become a destination within the destination.

• Feel established from day one, even as a new build.

• Appeal to both short-stay guests and longer-stay visitors, business and leisure.

• Bring together a bold brand and a distinctive spatial experience under one strong identity.

Our approach
 

Starting from the soul of the city
 

We began not with trends only, but with the streets, sounds, and people of Ostend.
From Arno to Ensor, from the wind on the dike to the smell of fresh shrimp, we immersed ourselves in the city’s rhythm. This wasn’t about building a hotel in the city, but one óf the city.
 

That led to a defining insight: Ostend is not just a place, it’s a feeling.
And so the brand was born: The Ostendian. Not just a name, but a persona, an identity, a tribute. It celebrates everyone who belongs here, whether they were born in Ostend, washed ashore, or simply connected with its spirit.
 

Creating a full brand universe
 

We translated this soul into every layer:
 

• Naming and brand story rooted in local pride

• A tone of voice that’s warm, witty and a little rebellious, just like the people of Ostend

• A visual identity that is both modern, and rooted in the past: as if the hotel has always been there - but still extremely relevant today. For the illustrations we partnered with Herr Seele, one of Ostends most iconic artists. 

• An interior concept that merges hotel luxury with cabaret flair, mid-century references and maritime textures. To bring this vision to life in building plans, material choices and execution, we collaborated closely with BLCN DESIGN for the interior implementation and follow-up

• We designed The Bar as a vivid heart of the Sky District - inspired by the vibrant hotel bars of the 1980s, where music, nightlife and local culture come together

• The Ballroom became the building’s versatile event space, doubling as the breakfast area by day and transforming into a stage for gatherings, talks and celebrations by night

• The co-working space was developed for both hotel guests and locals, embedding the hotel into the daily rhythm of the district

• And finally, we created four thematic suites, each a tribute to a different facet of Ostend - past, present or future - allowing guests to connect with the city in a uniquely immersive way

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Four suites that pay hommage to a specific part of Ostends History

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While the entire hotel pays tribute to the city and its inhabitants, we designed four suites that honour a specific part of its history. 

 

• Red Light Suite: The hotel is situated within the Hazegras neighbourhood, also known as the red light district. Since this part of the city is gentrifying: soon there will be no brothels left. We made sure this part of the district's history will live on forever. Picture a dancing pole, a mirrored ceiling above the bed, velours drapes and of course a jacuzzi. 

• Herr Seele Suite: Ostend is rich in names of famous artists, from James Ensor to Leon Spilliaert to name a few. As it often goes, their fame increases immensely after their dead: but why not honour artists that are still alive today? So instead of framing a print of a famous Ensor work, we had an entire suite handpainted by Peter Van Heirseele aka Herr Seele. 

• Record Suite: A lot of great music has been, and still is, made in Ostend. Going from Arno's rock&roll hits, aside Marvin Gaye's soul. Today still a lot of musicians are born in, or drawn to the city. We created a Record Studio vibe suite to honour all the musicians. Dead or alive, famous or not. Hell, even you can try to make your own music here with the instruments provided. Or just listen to a classic vinal, or a singalong karaoke. 

• Unwind Suite: Ostend used to be a thalasso refuge for the better classes. Today, people still gather to make long walks on the beach, wind in the hair and soaking up a great portion of jodium. The Unwind Suite honors just that: the oxygen the sea provides, with all its known benefits. Relax in the jacuzzi after a long walk, roll out your yoga mat, or heat up in the infrared sauna. 

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