Originally designed by Eva Jiřičná, Hotel Josef is a modernist icon of Czech architecture.

Nearly 25 years after its completion, the project entered a new chapter: one that honors its architectural legacy while bringing forward its rebellious spirit.

The work focused on shaping the hotel’s voice and guest experience through everyday touchpoints: how the hotel speaks, looks, feels, and is remembered.

As part of the rebranding, this spirit was translated into a new website, alongside the creation of a signature fragrance and candle.

Photoshoots and visual content were styled to support this process.

Guest-facing moments, including breakfast, bar, coffee breaks, and events, were carefully curated, ensuring the hotel’s identity was felt consistently throughout the full guest journey.