LE LOFT RESTAURANT & BAR by Springer & Jacoby Austria for Sofitel Vienna Stephansdom

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Austria
Agency Springer & Jacoby Austria
Art Director Klaus Ketterle, Stela Pancic
Client Service Director Hans-Peter Feichtner
Released December 2010

Credits & Description

Category: Hospitality/Leisure
Product/Service: MENU CARDS
Date of First Appearance: Dec 14 2010
Managing Director: Ralf Kober (Springer & Jacoby Österreich)
Managing Director/Creative Director: Paul Holcmann (Springer & Jacoby Österreich)
Client Service Director: Hans-Peter Feichtner (Springer & Jacoby Österreich)
Art Director: Stela Pancic (Springer & Jacoby Österreich)
Art Director: Klaus Ketterle (Springer & Jacoby Österreich)
Graphic Artist: Sonja Stange (Springer & Jacoby Österreich)
Media placement: Menu Cards - Le LOFT Restaurant / Sofitel Vienna Stephansdom - 14 December 2010

Describe the brief from the client
Creation of menu cards for the restaurant "Le LOFT“ on the 18th floor of the new luxury hotel "Sofitel Vienna Stephansdom", which:

- differentiates “Le LOFT” from other luxury restaurants.
- attracts the interest of the target groups and the media.
- gains word-of-mouth recommendation.

The building concept of the luxury hotel, which opened in December 2010, was designed by the international star architect Jean Nouvel and is characterised by the consistent act of contradiction.

Describe the challenges and key objectives
The challenge was to deduce a dignified and equally fascinating corporate design for the menus from the architectural concept of the hotel building and the restaurant "Le LOFT".

- To interpret the architectural concept.
- To meet the high price level of the restaurant.
- To ensure the durability of the menus for everyday use.

Describe how you arrived at the final design
The new luxury hotel "Sofitel Vienna Stephansdom“ by architect Jean Nouvel presents a new design concept, which affects our perception contradictorily – in presence and absence, monochromy and colorfulness, horizontal and vertical.

Nouvel assigned the artist Pipilotti Rist to design colorful illuminated ceilings, to divide the monochrome building into three sections.
At night, when Rist’s ceiling frescoe glows in the restaurant "Le LOFT", the rest of the building disappears entirely and the ceiling seems to float.

These visual aspects of Jean Nouvel’s architecture inspired us with the creative solution of the temperature sensitive menus for the hotel restaurant "Le LOFT".

Give some indication of how successful the outcome was in the market
The diners interact with the menus: They playfully conjure Pipilotti Rist’s ceiling frescoe through the warmth of their hands and discover the parallelism of their immediate ambience.

In the first week after the opening of the restaurant, more than 30 menus were stolen. Every week, more menus disappear without a trace.