The Principal Madrid:
Designing the brand of a hotel
that embodies Madrid’s
most subtle luxury

What we did

Visual Identity



Art Direction


The Principal Madrid Hotel is a new five star boutique hotel located in a historical building standing at the city’s most emblematic street, the Gran Vía.

Being part of the Único Hotels collection, this hotel follows the conceptual and aesthetic guidelines of the company: luxury is in the details. The subtlety and elegance that emanates from the building has to be the common thread in the new identity created for this project.