HOTEL WILLA
A hotel celebrating Taos. Located an hour and a half from Santa Fe, New Mexico and a minute’s distance from endless art galleries, Pueblo culture, downtown Taos, and the natural beauty of the Rio Grande. Relax poolside as the sun casts shadows across the labyrinth of native plants or enjoy solitude within the sauna that overlooks the Sangre de Cristo mountain range. Each moment gives you an opportunity to get lost and be found.
Output
Identity
Collateral
Wayfinding
Credits
INTERIOR DESIGN
Electric Bowery
LANDSCAPE DESIGN
Terramoto
DRONE PHOTOGRAPHY
Gary Mead
ARCHIVE PHOTOGRAPHY
Taos Pueblo
THE PUEBLO
The Taos Pueblo have shaped what is known today as New Mexico. Built around 1000–1450 A.D., it is the oldest continuously inhabited site in the United States and is the central influence on the Taos region.
ADOBE ARCHITECTURE
Puebloan structures are made of adobe and are reinforced with large wooden beams known as vigas. The signature look of adobe structures is achieved by using bricks formed from earth, water and straw, which are then plastered. This construction method within the light of the New Mexican sun creates distinct silhouettes indigenous to the Southwest. Photo credit: Sean Ratliff.
SPANISH INFLUENCE
The town of Taos was founded in 1615 following the Spanish conquest of the Pueblo villages. In 1680, the Taos people revolted against the Spanish oligarchy, which ultimately led to the Pueblo people and Spanish living together symbiotically. Using the same earthen materials as the Puebloans, Spanish carpenters adapted Pueblo craft with Spanish methods, thus introducing the Spanish style into New Mexican culture.
FURNITURE
Shaped by centuries of cultural exchange, New Mexican furniture embodies a vernacular language born from Pueblo traditions and Spanish colonial craftsmanship. Its forms reflect material and inherited knowledge, producing objects that function as both utilitarian furnishings and cultural artifacts, singular to New Mexico and deeply sought after.
ICONOGRAPHY
Hotel Willa’s “dingbats” are inspired by the negative shapes cast by light in New Mexican construction. Handcrafted and personal, they reflect the shared visual language of Spanish and Pueblo cultures living in harmony.
LOGOTYPE
Willa’s letterforms are inspired by the weather-torn Southwestern typography found within Taos. Blunt, eccentric, and with a touch of humanity.
ECCENTRIC TYPOGRAPHY
Vernacular wood signs are notorious throughout Taos. Typically done with an artistic lens, we constructed a custom display face to reflect this eccentricity. Each letter is unique in its form and expresses Southwest charm.
COLOR
The palette is inspired by the natural landscapes that surround the Rio Grande and the Pueblo. Desert brush, big skies, thick thunder clouds, and mineral rich dirts.
GRAPHIC ABSTRACTION
Inspired by the vignettes created by the sun, we used this abstraction of shape to create supergraphics for various ephemera, where bold patterns can communicate the brand outside of the logo.
TYPOGRAPHY
Contrasting Hotel Willa’s expressive logotype, we selected utilitarian typefaces for their clear communication.
TERRAMOTO & ELECTRIC BOWERY
Along with Terramoto and Electric Bowery, we created a hotel that brings a new offering without compromising the heritage of Taos. Natively landscaped, hummingbirds roam the winding paths and the willow tree is personified from every angle. Rooms are considered, meticulously decorated with Pueblo ties, and embellished with art from local artists.
