Yowie: Elevating Philly’s favorite concept shop into a globally acclaimed hotel
YOWIE, founded by Shannon Maldonado, began as an intimate, Philadelphia-based concept shop celebrated for its vibrant selection from independent artists and designers. Our collaboration emerged as YOWIE prepared to evolve from a beloved retail space into an immersive boutique hotel, café, and expanded retail destination. This pivotal transition demanded an expanded, cohesive digital presence, thoughtfully designed to reflect the playful spirit of the original brand while seamlessly integrating new hospitality offerings.
Brand Evolution
YOWIE’s established identity thrived within the retail landscape, recognized widely for its energetic and whimsical personality. The core challenge lay in translating this distinct identity into the hospitality space. Our objective was to ensure the website articulated the existing creative ethos while simultaneously positioning the hotel as a new beacon for creative comfort, engaging guests and visitors alike. We envisioned a dynamic digital space that could fluidly unite the retail experience, hotel amenities, and editorial storytelling—establishing a comprehensive digital identity as vibrant and approachable as the physical spaces themselves.
Cohesive, Engaging, and Intuitive
We began by thoughtfully exploring YOWIE’s expansive ecosystem, mapping the intersections of the hotel, shop, café, and Shannon’s broader design practice. By embracing this complexity, we created a visual and structural system robust enough to unify these elements yet playful enough to preserve YOWIE’s distinctive charm. Flexibility was key; the resulting digital framework not only maintained the playful essence of the brand but allowed room for editorial narratives, reflecting YOWIE’s evolving role as a cultural curator.
“I felt what Shannon was doing with YOWIE was so reminiscent of how it was when we started Opening Ceremony, It feels inclusive. It feels multifaceted.”
—New York Times
Bridging Retail and Hospitality
Understanding the overlapping yet distinct needs of online retail and hospitality platforms informed our strategic approach. The primary challenge was designing a digital experience that maintained clear, intuitive navigation without compromising aesthetic integrity or functionality. Our solution was an innovative, bifurcated homepage experience, allowing immediate clarity between the shopping experience and hotel bookings. Integrated touchpoints were strategically introduced, inviting guests to fluidly transition between discovering unique retail offerings and exploring hospitality amenities, reinforcing a cohesive, compelling user journey.
The Impact
Through intentional design and strategic digital storytelling, YOWIE successfully navigated its ambitious brand evolution. The final outcome not only elevates their retail and hospitality offerings but positions YOWIE as a creative hub, seamlessly blending commerce, culture, and community. The resulting website has resonated deeply with both returning customers and new visitors, culminating in YOWIE’s recognition by Travel and Leisure as one of “The 100 Best New Hotels of the Year 2024.” This accolade underscores the transformative power of cohesive, human-centered digital design in amplifying a brand’s unique narrative.
