Since the beginning of HOW, our visual identity was leaning into the periodic table of elements, the story behind this was the fact that the hotel business, very much like chemistry, consists of many industries and elements that combine together to create the final result.

This year, we are changing our visual language to a bit more playful one, borrowing the aesthetic of toy kit models that remind us of childhood creativity and the urge to explore while connecting the elements to a perfect result.