Mucca Dreams Of Boutique Luxury

Birmingham MI’s Daxton Hotel is the first hotel by local entrepreneur Mark Mitchell in partnership with Aparium Hotel Group, incorporating fine art, wellness, dining and retail. A new building on the city’s iconic Old Woodward Ave, it features a minimalist luxe design, vibrant colors, and flagship restaurant called Madam. When the partnership wanted a rooted identity that matched their concept, they turned to branding studio Mucca to create a narrative and visuals to evoke boutique luxury.

“We quickly grabbed a hold of this idea: the symbiosis of dreams and reality that was driving the interior design,” says Mucca designer Sean O’Connor. “There was so much substance already there to work with – for us it was a matter of assigning a graphic language to this approach.” Mucca drew on the avant garde and surrealist themes to build identities for both brands. The result is a moody, dreamlike series of design for the hotel and restaurant. Mucca also provided extensive brand guidelines, inclusive of everything from usage of the branding elements and photography to examples of tone-of-voice.