Nineteen Eighty

Located in the heart of the iconic Hyatt Regency Tokyo lobby, Nineteen Eighty Lounge & Bar was created as a destination that transitions seamlessly from calm mornings to refined evenings. The objective was to develop a brand that honours the hotel’s heritage while positioning the space as a contemporary destination for Afternoon Tea and cocktails in Tokyo. The brand needed to feel timeless, elegant, and deeply connected to its surroundings, appealing equally to international hotel guests and local visitors.

Naming
Nineteen Eighty references the opening year of the Hyatt Regency Tokyo and draws from an elegant Art Deco influenced design language. The name represents a retro revival of past sophistication reimagined for modern hospitality.

Logo
The logo was inspired by the iconic Empire chandeliers that adorne the lobby area. Their elongated form and intricate detailing were abstracted into a refined symbol that conveys a sense of grandeur.

Visual Identity
The visual identity follows a day to night approach where a green colour palette is used for daytime collaterals, accented with gold foil for refined details, and in the evening, the palette transitions to deep burgundy tones, complemented by copper foil accents.

Inspired by the overall interior design, the visual identity draws cues from Art Deco influences, expressed through structured forms, rich colour contrasts, and refined detailing.

Product Profile
A comprehensive Product Profile was created to guide the full guest experience. This includes concept definition, positioning, audience mix, food and beverage programming, service flow, and branded elements, ensuring consistency across every touchpoint.

Brand Voice & Storytelling
A clear brand voice was developed to feel sophisticated, warm, and inviting. The tone balances elegance with approachability, using storytelling to reflect the history of the hotel, the rhythm of Shinjuku, and the evolving experience of the lounge throughout the day.