Hotel Midtown Ratsada

A meaningful transition

Phuket Old town is one of must-visit tourist attractions of Phuket. Uniquely Sino-Portuguese historic architecture straddling in narrow streets alongside boutique cafes, walking streets, shrines, museums and small family retails that have persisted for generations – these charming expressions inspired our conceptual development to revitalize one of the town’s most memorable places – from ‘Phuket’s first department store with escalators’ to ‘Hotel Midtown Ratsada’.

Passing on good memories

Simplisis was tasked to transform the former Phuket Center Hotel, a three-starred residential hotel, to a boutique hotel that breathes stories and memories of Phuket Old Town community, the ever-evolving ways of life and the thirty years of its modern history. The redecorated guest rooms portray trading in the past. The reception area is also an engaging memoir of this building with rotating activities that allow native people to express and transmit their traditional wisdom to others.

The identity design also emphasizes the architectural value of the building that manifests a contemporary Sino-Portuguese style, with guaranteed award for outstanding architecture from HRH Princess Sirindhorn of Thailand in 1982. We redesigned the logo using the form of arch windows that were delightfully and evenly lined up the hotel’s exterior. The word ‘Midtown’ hints a stylish endnote in its font design that reminds us of the 1980s typography. The brand’s major hue is derived from the vivid crimson tone used in most of the town’s cultural heritage and festivities, while the graphic silhouette of the building exhilarates the local identity in a contemporary feel.

Brought back to life

This hotel’s rebranding does not end at only physical transformation and renovation to restore the attraction. This elegant architecture has been filled with local narratives and recollections waiting to be rediscovered for the past 30 years, from when it was the prime social center point of Phuket people. Simplisis is eager for upcoming development in other phases of the area. We believe that one day the Midtown Ratsada can become a renewed travel and lifestyle harbor of Ratsada Street, the Phuket Old Town’s artery, for both the residents and the visitors, just as the owner has aspired.

Read the story

A meaningful transition

Phuket Old town is one of must-visit tourist attractions of Phuket. Uniquely Sino-Portuguese historic architecture straddling in narrow streets alongside boutique cafes, walking streets, shrines, museums and small family retails that have persisted for generations – these charming expressions inspired our conceptual development to revitalize one of the town’s most memorable places – from ‘Phuket’s first department store with escalators’ to ‘Hotel Midtown Ratsada’.

Passing on good memories

Simplisis was tasked to transform the former Phuket Center Hotel, a three-starred residential hotel, to a boutique hotel that breathes stories and memories of Phuket Old Town community, the ever-evolving ways of life and the thirty years of its modern history. The redecorated guest rooms portray trading in the past. The reception area is also an engaging memoir of this building with rotating activities that allow native people to express and transmit their traditional wisdom to others.

The identity design also emphasizes the architectural value of the building that manifests a contemporary Sino-Portuguese style, with guaranteed award for outstanding architecture from HRH Princess Sirindhorn of Thailand in 1982. We redesigned the logo using the form of arch windows that were delightfully and evenly lined up the hotel’s exterior. The word ‘Midtown’ hints a stylish endnote in its font design that reminds us of the 1980s typography. The brand’s major hue is derived from the vivid crimson tone used in most of the town’s cultural heritage and festivities, while the graphic silhouette of the building exhilarates the local identity in a contemporary feel.

Brought back to life

This hotel’s rebranding does not end at only physical transformation and renovation to restore the attraction. This elegant architecture has been filled with local narratives and recollections waiting to be rediscovered for the past 30 years, from when it was the prime social center point of Phuket people. Simplisis is eager for upcoming development in other phases of the area. We believe that one day the Midtown Ratsada can become a renewed travel and lifestyle harbor of Ratsada Street, the Phuket Old Town’s artery, for both the residents and the visitors, just as the owner has aspired.

2022
Concept | Hotel Midtown Ratsada
Logo Development | Hotel Midtown Ratsada
Graphic Elements | Hotel Midtown Ratsada
Stationery | Hotel Midtown Ratsada
Business Card | Hotel Midtown Ratsada
Directory Book | Hotel Midtown Ratsada
Amenity | Hotel Midtown Ratsada
Uniform Tag | Hotel Midtown Ratsada
Gallery Wall | Hotel Midtown Ratsada
Architect & Interior Implemented | Hotel Midtown Ratsada
Explore | Hotel Midtown Ratsada
Rebranding
Brand Strategy
Customer Experience
Brand Identity
Brand Applications
Naming
Awards

Rewards

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