The Aram
Located in a world-class business hub, The Aram is a sanctuary of modern luxury for the cosmopolitan traveler. Inspired by its name, meaning elevated place, fortress, and calm, The Aram seamlessly fuses personalized elegance with professional convenience, redefining high-end hospitality.
The Aram’s logo embodies the essence of its name through a symmetrical, parallel design that reflects both balance and sophistication. Its refined structure captures the brand’s commitment to timeless elegance and elevated experiences.
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Where business meets elegance, crafter for the cosmopolitan traveler.
The Design Identity
The Aram’s visual identity reflects its philosophy of modern sophistication and timeless luxury. The refined color palette, deep burgundy, soft neutrals, and midnight accents, evokes a sense of exclusivity, warmth, and understated opulence. The typography balances elegance and modernity, with a custom serif logotype embodying strength and prestige, complemented by a refined sans-serif for clarity and versatility. The logo, inspired by the architectural harmony of business hubs, features fluid yet structured letterforms, seamlessly integrating heritage and innovation.
Every detail is meticulously crafted— tailored service, and an intuitive guest experience that anticipates needs before they arise.
Private Business Retreat
More than a stay, The Aram is a private business retreat. Exclusive membership unlocks VIP access, networking spaces, and premium amenities designed for high-achieving professionals.
Hidden within The Aram, Obscura—from the Latin for “hidden”—is a signature speakeasy, blending secrecy with sophistication.
a veiled canvas for the senses
The Art of Secrecy
Obscura is a tribute to Milton Glaser's visionary design: an intimate escape where art, mixology, and mystery converge. Tucked away within The Aram, this speakeasy destination offers a refined respite from the fast-paced business world, seamlessly following the professional experience with a space designed for new opportunities and elevated connections. Obscura is where the city’s elite gather to indulge in craft cocktails, avant-garde aesthetics, and the thrill of discovery.
Obscura’s branding embraces a darker, enigmatic aesthetic. Rich, moody tones of garnet, obsidian, and ivory create a contrast that mirrors the allure of secrecy and discovery. The custom wordmark, set in an elegant, elongated typeface, embodies the speakeasy’s mysterious yet refined essence.
A Tribute to Glaser
Inspired by Glaser's deep connection to New York, the city of reinvention and boundless creativity, Obscura embodies his artistic ethos, where every detail tells a story. His iconic design language will be woven throughout the space, creating a visually immersive experience that pays homage to his legacy. A signature "Together in New York" installation invites guests to interact, capture moments, and share their experience, amplifying Obscura’s social media presence. This initiative strategically targets influencers, tastemakers, and marketing leaders, including figures like Courtney Spritzer, CEO of Socialfly, whose influence drives brand engagement and digital visibility.
Negroni Hour
Further honoring Glaser’s legacy, Obscura introduces Negroni Hour, a curated event featuring Campari's design collaboration with Milton Glaser. This exclusive experience invites guests to sip on specially crafted Negronis, immersed in the artistic heritage and modern elegance of Obscura. More than just a cocktail ritual, Negroni Hour serves as a gathering point: an opportunity to bring together like-minded individuals, from business leaders to creatives, fostering connections in an environment where art, design, and collaborations thrive.
A fusion of fashion and hospitality, this exclusive collaboration between The Aram and Hermès elevates luxury with bespoke amenities and curated design elements. The Aram’s refined color palette, deep burgundy, soft neutrals, and midnight accents, seamlessly integrates with Hermès' timeless aesthetic designs, ensuring a cohesive, on-brand expression of haute couture hospitality. From custom-crafted soaps in signature packaging to exquisite porcelain details, every piece embodies elegance, exclusivity, and a statement of lifestyle.
By seamlessly placing Hermès products within The Aram’s environment, guests are immersed in a world of luxury and craftsmanship, leading to a 62% increase in purchase intent. This strategic product placement enhances brand desirability, transforming everyday moments into opportunities for brand engagement and conversion.
Images were created using stock photography and the result of curated research and selection. Photography credits also include original personal photography and visual assets sourced from the Swexan gallery.