The Twenty One

Initially owned by famed art collector Dakis Ioannou, The Twenty One is a boutique hotel located in the beautiful and upscale suburb of Kifisia, Athens. Recently, the Hotel passed on to the brilliant minds behind the luxury brand Moda Bagno who forged a new direction for the place but also faced an important challenge; how to compete with hotels located in Athens historic centre when the Twenty Ones Kifisia location offered no direct links to culture.Marlon Tate created the Hotels brand narrative, identity and wayfinding based on a simple insight; Culture exists when luxury is integrated.

The Hotel features 21 rooms with beautiful furniture and a famed restaurant that for years, has been a dining spot for successful individuals.The new brand narrative reflected our strategic ambition to position the Twenty One as an Institution; a cultural attraction itself. The branding is anchored around our tagline luxury is your culture and draws upon 1960s conceptual art and concrete poetry. Marlon Tate creative agency wrote and directed 21 welcome videos referencing video art installations and designed a signage system echoing gallery spaces.