Glendale Express - Hotel Lobby, Restyled

Glendale Express

Everywhere, bygone-era relic hotels hold huge untapped value. Brand-led thinking unlocks it, shaping signature style, service, and experience around modern guest sensibilities. Case in point, the Express rebrand concept pioneered in Glendale. What began as an evolution to a '70s chain property became something revolutionary along the way: a flex hotel with the charm, character, and perceived value of a boutique brand.

A Dramatic Location Transformation

For the doubters, haters, or just LA drivers, Express not only owns its location and new look but proclaims it boldly, with a giant freewayside building mural that makes Glendale a point of pride for miles around. More importantly, the new exterior signals to guests they’ve arrived at the perfect place for California dreamin’ and WiFi streamin’.

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Man with camera

People of the Flipside

An easy-access location on “the flipside” of the Hollywood sign inspired a vision for a launchpad perfect for urban explorers, LA daytrippers, filmmakers, and beachgoers. A custom photo shoot orchestrated an imagery library for all occasions, depicting a great place for them to stay; an even better place for them to GO.

Model by hotel exterior brand signage

Check Out the New Lobby

Most mid-tiers tout table stakes (sleep, cleanliness, hot breakfast, free WiFi, friendly staff). Express creates a set for stories, where guests create their own unscripted adventures. It starts where you check-in, with a new lobby where you and your gang can laugh and loiter.

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Reimagined hotel lobby

Stay Way Cooler in the Pool

A fun, upbeat, vintage-inspired vibe plays out all over the property. Balconied rooms, abundant free parking (not a typo, free), and (most importantly) a re-imagined, and inflatable pink flamingo-compliant pool scene make Express a scenester's scene.

A Name and Identity From the LA Heyday

A freewheeling name and identity Express the property's new brand spirit through the feel of a trip back to the mid-century LA heyday, pulled off with bold colors like Glendale green, and a look that does kitsch just right.

Signature Operational Moves and Schwag

Appreciation for 50s nostalgia comes through in details like a proprietary script typeface, and recurring line drawing motif. Fun, retro schwag and operational touchpoints like old-timey key tags, un-businessy cards and stationery system complete the picture.

Photoshoot

A custom photo shoot orchestrated an imagery library for all occasions that depicts a great place to stay, and an even better place to GO.

Digital as a Destination in Itself

A slick, responsive, mobile-friendly website goes far beyond baseline booking. It’s custom-made, minimal in content (yet maximum on attitude), emphasizing play, motion, and social personality. Imagery becomes a mainstay on Instagram, with the feel of user-generated content meant to inspire user-generated stories, and a Spotify playlist or two.

Outlook: Vibe-Rich

T-Shirts and totes for casual adventures, flipside-flops and towels for poolside or beachfront become tools for exploration. Even a fortune-telling inspired ad campaign predicts your vibe-rich future at Glendale Express.

Grab. Go. Repeat.

Maybe sit down restaurants lose you at sit. Maybe you're tired of battering well-worn vending machines that steal your coins. Either way, new grab n’ go options, and even popups for pop tarts, sell the Express dream.

A Comprehensive New Brand Standard

Extensively documented brand and visual standards push a consistent Express service and style approach to the forefront, in Glendale and all future locations. A new brand stands poised to invade a relic property near you.