Moss is a boutique hotel tucked in the first and second floors of a Georgian sandstone warehouse in the heart of Salamanca Place, Hobart. We were tasked with creating an overarching narrative for the hotel across all guest touchpoints including strategy, guest experience, naming, brand collateral, signage and artwork commission, which complemented the rich hotel site history while responding to the inward-facing architectural schematic and landscapes by Circa Morris-Nunn Architects.
Based on the narrative of ‘lost and found’, the design response embodies perceptions of Tasmania, particularly Hobart, as a refuge of nature and wilderness but also as a culturally independent and artistically adventurous community. In line with modernising the heritage buildings, brand narrative and design elements sought to reflect the making of the old new again, symbolised by Moss growing on a rock as a sign of patina and renewal, with distinct layers that are created over time. As in colour philosophy, the collection of green artefacts curated for Moss’ visual identity reflect green as the colour of life, renewal and nature, associated with growth, harmony, freshness and the natural environment.
Drawing inspiration from the layering of old and new in the brand imagery, images were sourced from the Tasmanian Archive and Heritage Office and combined with rich green textures to create unique layered compositions. Specially commissioned photography by renowned photographer Derek Henderson is featured throughout the hotel and captures the elements of Hobart and Tasmania that Moss’ guests would not normally find on the regular tourist journey.