通過跨界式的設計模式，融合創新的設計理念，當地特有的文化傳承，以及可持續發展的願景和精湛的技術，創造出具有超凡水準和恆久品質的建築和地標性項目。
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由酒店設計行業的領導者們擁有50多年的經驗，它是HBA的新體驗品牌部門，在公司內部和獨立運作。皮埃爾·德斯科因（Pierre Descoins）由酒店設計師為酒店經營者創建，領導該部門，旨在基於對市場，趨勢和下一代獨立旅行者的真正理解為基礎，創建並激發新時代的款待。
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」書-針對無章法的品牌
Formula books – for
brands that don』t follow formulas.
品牌創作摘錄 | Brand Creation Extract
我們通過運用專業的數據研究，敏銳的行業洞察力，和深度的消費者分析來提出可行並適應未來的設計概念。我們充分運用我們強大的的設計背景與經驗將品牌的屬性翻譯成切實的設計概念 - 從而能在推出之前對想法進行可視化的研究。
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.
品牌創作摘錄 | Brand Experience Extract
在每個項目開始時，該團隊與酒店運營商，業主和高級管理人員攜手合作，廣泛開展工作，以提煉每個品牌的精髓，以找到其獨特的DNA，位置和聲音。他們的工作如此專注於研究，開發和測試。
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.
品牌創作摘錄 | Research & Analysis Extract
HBA DNA致力於創建新品牌並刷新現有品牌，以保持它們的相關性。可交付成果包括市場趨勢和洞察力，客人概況，品牌體驗和客戶旅程，獨特的市場定位，品牌DNA和聲音，設計和規劃策略，外觀手冊，飾面和家具指南以及ID視覺效果，這些視覺效果在發布之前就在空間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.
品牌創作摘錄 | Case Study Extract
品牌創作摘錄 | Design Guideline Extract
品牌創作摘錄 | Design Guideline Extract
項目範圍 | PROJECT RANGE
從品牌創建到品牌更新，
從諮詢到設計。
新品牌創建項目品牌現有牌升級品牌體驗設計
From brand creation to brand
refresh, from consulting to design.
領導人物 | Leadership
Pierre Descoins
Pierre是HBA DNA的負責人兼創意總監。擁有超過15年的品牌推廣經驗。他從巴黎的精英文化工作室開始設計技能，為多家博物館（如QuéBranly博物館，凡爾賽宮或巴黎市）創建了視覺識別系統；他對符號學和對有意義的設計方法的熱情產生了興趣。自2007年以來，他通過在IDEO，KENGOKUMA和LANDOR等機構的經驗，樹立了自己的品牌方法和對中國市場的了解。
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.