To be at home in Paris: Abmo uses type, texture and tone to embody the sensuality of Hôtel Buci

“We chose not to use a pre-existing typeface but instead crafted a unique design,” Graphic & Type Designer Arthur Alazard tells us, discussing Hôtel Buci’s wordmark. “Our intention was to encapsulate the essence of French elegance, melding it with a sleek, modern sensibility,” he continues, “which led us to create a curvy, high-contrast, sans serif wordmark characterised by its unconventional geometric structure.” As a result, the letters effortlessly inhabit the balance between tradition and modernity that is found across Hôtel Buci, a notion that continued into the wordmark’s application, with the sign painting agency Studio 6 Lettres hand-rendering the curvaceous forms onto the hotel’s façade.

A partner of the wordmark, Abmo introduced a cursive ‘B’ monogram that features throughout the identity, becoming somewhat of a stamp. “It serves as a contemporary reinterpretation of the hotel’s historical monogram,” Alazard details, “crafted to add a touch of extravagance and sensuality,” intending to add contrast to the wordmark’s calligraphic strokes, which champions the hotel’s soft sensuality. “Utilised as a signature element,” he continues, “the ‘B’ symbol embodies the hotel’s voice and messages, adding a personal touch to its identity.”

Both the distinctive personality of the hotel, as well as the vibrancy of its clientele, is proudly encapsulated in the curated collection of typefaces utilised throughout the brand – opting for a mix of Neuf by Eliott Grunewald, Instrumental Serif by Rodrigo Fuenzalida, Windsor Elongated by Stephenson Blake, Ehmcke Antiqua by Fritz Helmuth Ehmcke, and Imperial Font by Robert Leuschke. “Situated in one of Paris’ most historic districts, Hotel Buci’s branding pays homage to the diverse typographic heritage of the area,” Alazard contextualises, inspired by this rich type tapestry and reflecting the city’s expressive, historical vernacular. “We chose a diverse ensemble of six typefaces, each with distinctive characteristics and a unique place in typographic evolution,” he continues, nodding to Paris’ past with an eye on contemporary elegance.

“We aimed to create an identity that feels layered and diverse, rather than uniform and monolithic,” Creative Director Dez Gusta adds, “we wanted the hotel’s printed materials to be experienced as if they were carefully curated stationery items,” feeling timeless, personal, and Parisian. “This was enhanced by creative papers with varied colours and textures,” Gusta explains, working with Abmo’s long-term collaborator Atelier Bulk to produce the printed materials. “This transforms the brand into a living, breathing entity,” he remarks, “with each interaction revealing layers of sophistication, intrigue, and a whiff of the unexpected,” all told through touch, texture and type. “It’s a brand that doesn’t just occupy space; it owns it,” Gusta explains, “inviting guests into a world where classic elegance collides with the modern day, creating a sensory, almost sensual experience,” as well as one that’s importantly comfortable and homely.

“The identity we crafted goes beyond just the logo, typefaces and colours, as we were also missioned to define the brand’s personality and narrative,” Gusta recalls; to do this, the team opted for the concept of an ‘intimate boudoir.’ “It’s a place to retreat to and take care of yourself, alone or with someone you love,” he suggests, seeking to offer an impression of somewhere you’d live, rather than simply somewhere you’d stay. This feat is accomplished not only through the identity, but also through the interplay between it, the interior design, and the space itself. “The design does a good job in the modernisation of the brand, but we also worked on all the art curation of the hotel,” Gusta details, introducing a selection of ‘subtly sensual pictures’ in contrasting frames. “For this, we worked mostly with Patricia Khans,” he notes, “there is a lot of tenderness and sensuality, and I really love how she works her lightning,” marrying this aesthetic tone with the editorial vibe of the identity, opting for “soft, whisper-like, sensually enveloping words that evoke a comforting voluptuousness” across printed and digital spaces. “We balanced short and long sentences and used nominal phrases for a gentle emphasis,” Gusta concludes, bringing the comprehensive brand together.

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