The Exhibition Aparthotel

The Exhibition is a contemporary aparthotel housed within a heritage building in Cape Town. Operating as student accommodation for most of the year under Proper Living, the space transforms into a boutique aparthotel during the summer season.

 

The brand required a visual identity that could stand confidently on booking platforms and marketing touchpoints, while still subtly aligning with the existing Proper Living presence throughout the building.

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The final wordmark pairs an understated serif with refined proportions, nodding to the building’s heritage while remaining contemporary. Gentle curves within select letterforms quietly echo the wing shape of the Proper Living icon, creating a considered connection without overt symbolism.

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The result is a distinct yet cohesive identity—elevated, editorial, and designed to belong within a broader brand ecosystem.

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Photographer: Callen Jefferson

Interior designer: Finck & co