Reflecting its place in the Modern South, Avalon arrived to the outskirts of Atlanta as an entirely new category of real estate development, combining the best elements of destination retail, resort communities, five-star hospitality and dining environments into one immersive experience. Korn was engaged to develop an exceptional, independent destination hotel experience that stands confidently with its own unique point of view while seamlessly connecting to Avalon’s “good life” mantra – and to the timeless art of living well.
Across a 2.3 million square footprint, Avalon distinguishes itself as a sustainably designed mixed-use urban development in the heart of Alpharetta, where resort-level hospitality is infused throughout a walkable, seamlessly connected community. Retained by developer Stormont Hospitality Group, in alliance with North American Properties, Korn Design struck to the mythical definition of Avalon for its conceptual framework + inspiration – tying the dreamy qualities of this live-work-playground together with the very real the invention of this new place, completely current and high tech.
Throughout, Korn worked closely with architect Bob Neal and his team at Cooper Carry and the talented interior designer Jackie McGee of Perkins + Will to imparted a grand reimagining of the a resort environment throughout., introducing graceful, modern Southern influences to The Hotel at Avalon brand, while celebrating a vibrant destination that balances work, relaxation and celebration. The visual identity’s, a hand-drawn mark conjures timeless luxury, and signals a sanctuary layered with gracious plenty. Rooted solidly within this ethos, the hotel’s 330 residentially-inspired guestrooms share the brand’s intent and feature subtle nods to the new South, playfully leveraging the brand’s soft “magnolia-inspired” pallette and colorways and positive overtones, and mixing classic motifs like magnolias with contemporary touchpoints.
Part of the An Autograph Collection Hotels by Marriott, Korn ushered in exceptional independent experiences to mirror the sophistication and easy air of this place: from a front porch swing to a posh veranda perch. Additionally, VIP access to Avalon offerings was designed as a core amenity of the hotel – immersing guests into the fabric of the award-winning mixed-use “urbanburb.” A striking endcap to the community, and asset to the new 65,000-square-foot Alpharetta Convention Center it abuts, The Hotel at Avalon is a premier Southeast destination and stand-out example of a brand at work to elevate its place.
Brand Strategy + Positioning
Brand Voice / Message Guide
Brand Experience Oversight
Digital Transitional Sales Brochure
Strategic Brand Consultation