Our concept brand, "Heya"—Japanese for "room"—encapsulates the idea of flexible, adaptable spaces, a reflection of Japanese design philosophy. To further define this new kind of long-stay hotel experience, we coined the term "urban stay," which speaks to the evolving needs of modern travellers, focusing on adaptability, comfort, and seamless integration of living spaces.

The brand identity bridges the gap between technology, utility, and luxury, designed to function effortlessly as both a digital app icon and a luxury hotel brand. The isometric cube logo, built from the letters of "Heya," evokes the traditional Japanese Shōji screens, symbolising flexibility and design simplicity. Supported by a bespoke font, the visual identity reflects this three-dimensional space, while soft gradient colours convey personalisation, representing four distinct customer profiles and their experience within the space. The student team also appreciated how "Heya" resonated with the Scandinavian greeting “hej,” complementing the Japandi-inspired aesthetic of the design.