通过跨界式的设计模式，融合创新的设计理念，当地特有的文化传承，以及可持续发展的愿景和精湛的技术，创造出具有超凡水准和恒久品质的建筑和地标性项目。
HBA DNA provides an integrative approach from analysis to strategy and design of visual systems to create, define and develop hospitality brands and experiences.
HBA DNA由酒店设计行业的领导者们拥有50多年的经验，它是HBA的新体验品牌部门，在公司内部和独立运作。皮埃尔·德斯科因（Pierre Descoins）由酒店设计师为酒店经营者创建，领导该部门，旨在基于对市场，趋势和下一代独立旅行者的真正理解为基础，创建并激发新时代的款待。
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, Pierre Descoins leads the division with the aim to create and inspire a new-age hospitality based around truly understandingmarket, trends and next generation of independent traveler.
“公式”书-针对无章法的品牌
Formula books – for
brands that don’t follow formulas.
品牌创作摘录 | Brand Creation Extract
我们通过运用专业的数据研究，敏锐的行业洞察力，和深度的消费者分析来提出可行并适应未来的设计概念。我们充分运用我们强大的的设计背景与经验将品牌的属性翻译成切实的设计概念 - 从而能在推出之前对想法进行可视化的研究。
HBA DNA validates and future-proves concepts, using data-driven research, industry insights and deep consumer profiling. Using its hospitality design background to translate the brand DNA into tangible concepts - to visualize and test the idea before going live.
品牌创作摘录 | Brand Experience Extract
在每个项目开始时，该团队与酒店运营商，业主和高级管理人员携手合作，广泛开展工作，以提炼每个品牌的精髓，以找到其独特的DNA，位置和声音。他们的工作如此专注于研究，开发和测试。
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.
品牌创作摘录 | Research & Analysis Extract
HBA DNA致力于创建新品牌并刷新现有品牌，以保持它们的相关性。可交付成果包括市场趋势和洞察力，客人概况，品牌体验和客户旅程，独特的市场定位，品牌DNA和声音，设计和规划策略，外观手册，饰面和家具指南以及ID视觉效果，这些视觉效果在发布之前就在空间上概念化了品牌概念。
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.
品牌创作摘录 | Case Study Extract
品牌创作摘录 | Design Guideline Extract
品牌创作摘录 | Design Guideline Extract
项目范围 | PROJECT RANGE
从品牌创建到品牌更新，
从咨询到设计。
新品牌创建项目品牌现有牌升级品牌体验设计
From brand creation to brand
refresh, from consulting to design.
领导人物 | Leadership
Pierre Descoins
Pierre是HBA DNA的负责人兼创意总监。拥有超过15年的品牌推广经验。他从巴黎的精英文化工作室开始设计技能，为多家博物馆（如QuéBranly博物馆，凡尔赛宫或巴黎市）创建了视觉识别系统；他对符号学和对有意义的设计方法的热情产生了兴趣。自2007年以来，他通过在IDEO，KENGOKUMA和LANDOR等机构的经验，树立了自己的品牌方法和对中国市场的了解。
Pierre is HBA DNA’s principal and Creative Director. With more than 15 years of experience in Branding. Pierre has crafted his design skills starting in Parisian elite cultural studios creating visual identity systems for institutions such as Musée du Quai Branly, Chateau de
Versailles or the city of Paris; where he developed his appetite for semiosis and passion for meaningful design approaches. Since 2007 in China, he has been carving his branding methodology and his understanding of the Chinese market through his experiences with agencies such as IDEO, KENGO KUMA and LANDOR.