PaperSpecsGallery Pays Homage to Hotel Daniel's Loftcube Mailing (Video)
"The variety of the mailing set does not only present facts about the LoftCube, but also transports the guest's feeling: Here you feel at your ease and free in equal measure."—Sabine Kernbichler, Creative Director, Moodley Brand Identity
Austria's Hotel Daniel Graz set a new standard for architecture and design with the installation of German designer Werner Aisslinger’s LoftCube on their roof. While the 144-square-foot dwelling may seem small, the 360-degree view of Graz is easily one of the most spectacular in the city.
To promote this new addition, Austrian design studio Moodley Brand Identity crafted a package that includes "a range of printed collateral with additional information and images," said creative director Sabine Kernbichler. "The mailing was designed to be a representation of the special features of this unique suite up in lofty heights, full of smart elegance, but always with a very personal touch."
- A letterpress card showcasing key data regarding the hotel’s rooftop installation
- A dried leaf alluding to the feeling of being in a jungle shower area
- Postcards featuring the history of the Hotel Daniel Graz and a personal letter written by owner Florian Weitzer
- A poster and fanfold brochure highlighting the incredible 360-degree views, the XXL bed, the beautiful sun terrace and exclusive interior fittings.
To watch the video, click here or on the video below:
"Real luxury is not about sparkly diamonds and expensive cars," relayed Kernbichler. "It’s more about relaxing and experiences that make a trip of a lifetime. What better way to enjoy your freedom than in your own private and peaceful suite under the stars."
The wide array of papers used throughout the package design provides an enhanced level of luxury to the piece. The combined use of different specialty papers helps each piece stand alone and creates a truly haptic, visual experience for onlookers.
The outer shell of the mailing provides a fascination all its own, Kernbichler explained. "A few opinion leaders got their information set packed in a mini-LoftCube box made from the original materials as the LoftCube itself (fiberglass and FSC-certified sipo wood)."
The set reinforces the idea that the LoftCube is a place for unforgettable moments—one where you’re not only sheltered, but also liberated. And if you can’t rush right out and book that tiny dwelling overlooking Graz, having a quiet night in with this package may be the next best thing.
Sabine Lenz is the founder of PaperSpecs.com, the first online paper database and community specifically designed for paper specifiers.
Growing up in Germany, Sabine started her design career in Frankfurt, before moving to Australia and then the United States. She has worked on design projects ranging from corporate identities to major road shows and product launches. From start-ups to Fortune 500 companies, her list of clients included Oracle, Sun Microsystems, Deutsche Bank, IBM and KPMG.
Seeing designers struggle worldwide to stay current with new papers and paper trends inspired Sabine to create PaperSpecs, an independent and comprehensive Web-based paper database and weekly e-newsletter. She is also a speaker on paper issues and the paper industry. Some refer to her lovingly as the "paper queen" who combines her passion for this wonderful substrate called paper with a hands-on approach to sharing her knowledge.