THE EXHIBITION APARTHOTEL
A contemporary identity for a Cape Town aparthotel housed within a heritage building.
hospitality brand identity
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 needed to stand confidently on booking platforms and marketing touchpoints, while maintaining a subtle connection to the existing Proper Living presence within the building.
the approach
The identity balances heritage and contemporary simplicity. The wordmark pairs an understated serif with refined proportions, referencing the character of the building while giving the brand a distinctly modern presence. Subtle curves within selected letterforms echo the wing shape of the Proper Living icon, creating a quiet visual connection between the two brands without relying on overt symbolism. The result is an identity that feels elevated, editorial and considered, while sitting naturally within a wider hospitality ecosystem.
the result
A distinct visual identity for The Exhibition — designed to give the aparthotel its own presence while maintaining a thoughtful relationship with the wider Proper Living brand.
