Imperial Riding School: An Unconventional Story of Formality

Project Status: Complete

Location: Vienna, Austria

Sector: Hospitality

Vienna is traditionally celebrated for its relaxed pace of life, profound historical roots, classical music, and overall tranquillity. However, the newly completed Imperial Riding School hotel tells a decidedly different story.

Nestled in Landstraße, the hotel resides in a neighbourhood boasting a lively bohemian vibe, where a vibrant creative community exists side-by-side with numerous formal embassies. It is an area undergoing an exciting rejuvenation, making it a highly dynamic place to experience the city.

A Building with a Quirky Past

The building itself perfectly reflects the unique character of its surroundings. Over the years, the structure has continuously reinvented itself, serving past lives as a grand palace, a riding school, an old cinema, and even a bus station.

Today, the Imperial Riding School retains all the stature and nobility of regal Austria. Yet, much like its unconventionally charming neighbourhood, the design deliberately leaves room for the unexpected. The result is a beautifully unconventional story of formality, balancing classic elegance with modern quirks.

Project Scope & Services

To bring this unique hospitality brand to life, a comprehensive suite of creative and strategic services was executed:

• Brand Strategy & Identity: Crafting the core narrative and visual essence of the hotel.
• Brand Activation & Experience Design: Ensuring the brand story translates seamlessly into the guest experience.
• Interior Consultancy: Aligning the physical spaces with the overarching bohemian-meets-regal concept.
• Digital & Print: Full website design and development alongside bespoke print collateral design.
• Photography: Capturing the revitalised space and its distinctive atmosphere.