HOTEL JOSEF
The image shows a modern building facade with multiple glass balconies with metal railings extending from the concrete wall, and a section of an older, ornate building with decorative architectural details in the lower left corner. The sky is visible in the background.

Prague, Czech Republic 2025

Creative Direction

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.

Close-up of a circular metal object with the engraved text 'Rebel est. 2002', illuminated by red and white light.
A bedroom with a bed, pillows, a bedside table, a lamp emitting red light, and walls painted in dark colors.
Modern interior space featuring a black sculptural art piece inside a glass-enclosed spiral staircase, with leafy green plants and orange seating areas in the background.
A reflective black bottle with the brand name 'Josef' on it, standing upright on a mirror surface with a dark red background.

Photo credits

Interior: Julius Hirtzberger

Food: Marek Bartoš