Park Proxi

Park Proxi is a new hotel brand within the Seibu Prince group. Designed to immerse guests in the neighbourhoods they visit, each Park Proxi hotel is intended to be as unique as its local surroundings.

To support this vision, the identity system introduces a market-first idea: every hotel owner can select a bespoke Signature Colour, applied consistently across collateral, signage, and as inspiration for interior design. A curated spectrum of warm and cool tones ensures flexibility for properties around the world.

The visual language balances a clean, contemporary design with the vibrancy of local culture. Colour, typography, and iconography were developed to adapt seamlessly from one location to another, creating a strong parent brand while leaving space for individuality. This flexibility ensures the brand always feels both global and distinctly local.

The brand speaks directly to curious, adventurous travellers, encouraging them to step beyond the hotel doors and explore like locals. Communication materials were crafted with this in mind, offering gentle prompts to discover the culture, food, and stories of each neighbourhood. Together, the design and messaging create a vibrant, adaptable identity that positions Park Proxi as a true companion for exploration.