Problem
For their New Year’s Eve campaign, the 25hours Hotel Langstrasse wanted to create a marketing initiative that would:

• actively involve their guests

• stand out within Zurich’s cultural and nightlife scene

• translate emotion and anticipation into a visual statement

The challenge was to transform abstract wishes and ideas into a large-scale, cohesive artwork that fits the hotel’s bold and design-driven identity.

Solution
In collaboration with the Blackout Collective, I developed and executed a unique concept-driven installation.

• Concept:
  Guests were invited to share their personal wishes for the new year
  → these inputs became the foundation of the artwork

• Artwork:
  I transformed these collected aspirations into a 224m² calligraphy composition,
  meticulously painted on a large-scale banner in the studio

• Artistic direction:aligned with the hotel’s corporate identity
  infused with my signature calligraphy style
  balancing readability with expressive visual flow
  

• Additional role:supported the production process by sourcing a banner manufacturer
  provided guidance and consulting to the marketing team throughout execution
  

Result

• The banner was installed on the hotel façade on New Year’s Eve

• Captured in a high-impact drone video produced by Blackout Collective

• Generated 35,000+ views on Instagram, creating strong digital reach

• Created a direct emotional connection between guests and the artwork

• Reinforced the hotel’s identity as a space where art, culture, and experience merge

👉 The project transformed collective human input into a large-scale visual experience with both physical and digital impact.

Credits & Links
Content Creation: Blackout Collective
www.blackoutcollective.art
www.25hours-hotels.com