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A New Division for Hirsch Bedner (HBA-DNA)A New Division for Hirsch Bedner (HBA-DNA)

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Posted: 03/15/19 08:27am  Reply with quote
A New Division for Hirsch Bedner (HBA-DNA)

Informed by more than 50 years as the leaders in the hospitality design industry, HBA DNA serves as the new experiential branding division of HBA working within and independently of the firm.

Created for hoteliers by hotel designers, Mark Eacott and Alexandra Beggs lead the division with the aim to create and inspire a new-age hospitality based around truly understanding the next generation of independent traveler.

HBA DNA specializes in creating new brands and bringing them to life; future-proofing concepts through their insightful trends, market research and target guest profiling - followed by translating the brand DNA into spatial concepts to visualize and test the new product before going live. Delivered through brand books and design guidelines, their in-depth work is carried through the life of the brand serving as a go-to reference for future roll-outs and inaugural properties.

Working hand-in-hand with hotel operators, owners and C-level executives, the team works extensively at the start of each project to distill the essence of each brand to find its unique DNA, position and voice. With their work so heavily steeped in research, development and testing, HBA DNA acts as an authority on the future of hospitality to inform both its work and the international hospitality industry as a whole. Based out of Los Angeles and Singapore, the team lends a keen understanding of bridging U.S. and Asia-based hospitality.

HBA DNA works to create new brands and refresh existing ones to keep them relevant. Deliverables include market trends and insights, guest profiles, brand experiences and customer journey, unique market positioning, brand DNA and voice, design and planning strategies, look books, finishes and furniture guidelines, and ID visuals that conceptualize brand concepts spatially before going live
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