Proper Hotels

Completed at Bruce Mau Design LA, under direction of

Ryan Adair, with Alec Donovan

Proper is the latest hospitality concept by the Kor Group, developers and creators of the boutique hotel institutions Avalon and Viceroy. Highly inspired by the great landmark hotel institutions of the past, Proper Hotels is dedicated to reviving and reestablishing hotels as cultural centers of society. In that way, through the traditions of Grand Revival, Proper is truly ‘Proud to Be a Hotel’.

Rooting Proper's identity in the classic hotel world, the wordmark derived its form by referencing awning frill, a symbolic architectural element that marked many grand hotel entrances. Modernity and freshness is introduced through typography and secondary visual elements, including pattern, city-specific 'badges', and candid photography direction.

Proper will begin opening hotels in mid–2017 in emerging urban innovation districts within the most exciting U.S. cities and boroughs including San Francisco, Austin, Los Angeles, and Santa Monica.