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’.
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.
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.
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.
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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.
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.
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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.
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.
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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.