FREEHAND HOTEL

Where
wanderlust
sleeps at
night

Gone are the days of Lonely Planet touting, backpack-wearing, freegan young travelers. The hostel-seekers of today are digital native, culturally aware, and social by nature. Freehand is a category-defining hospitality brand. Its first location overturned the long-maligned hostel experience by partnering with leaders in cocktail culture, Bar Lab, and featuring interiors by the renowned Roman and Williams.

All of the Freehand locations are pieces of upcycled architectural history. From Miami’s Indian Creek Hotel to Chicago’s once-seedy Tokyo Hotel, the brand embraced a found-object look and feel. We scraped each property for vintage collateral and integrated it into the brand, delivering Freehand a strategic and unified approach while maintaining the unique qualities of each city.

INSPIRING LOYALTY AND ENTHUSIASM among MILLENNIALS

Following through on the brand decoupage, the website is a break from the expected hotel website. Off-gridded videos, cinemagraphs, and photo stickers populate each page and, naturally, promote guest Instagrams (always perfectly curated). It may not be for everyone, but for a generation willing to actually connect with other guests, it’s right on key.