Dorothea Hotel, Budapest, Autograph Collection
Koncept curated an impressive large-scale project realized through the collaboration of various design, branding and communication fields: the creation and the launch of Budapest’s five-star hotel, the Dorothea Hotel Budapest.
The Dorothea Hotel, Budapest – part of Marriott International’s Autograph Collection – is a five-star destination that seamlessly blends Hungarian heritage with contemporary luxury. Located in the heart of the city, the hotel is not only a place to stay, but a cultural hub and meeting point for travelers seeking meaningful experiences.
BDPST Koncept was responsible for the full branding of the hotel – from strategy and concept development to visual identity and storytelling – creating a brand that bridges eras, cultures, and styles. Today, BDPST Koncept continues to support all aspects of the hotel’s marketing communication, ensuring consistency, creativity, and a strong brand presence across all channels.
We began the project with in-depth research into the location, the buildings, the street, and the broader urban environment. Our goal was to gain a deep understanding of the historical and cultural context in order to build a brand rooted in authenticity.
The brand strategy was built around the reinterpretation of Budapest’s Golden Age, a time when Duchess Dorothea and Palatine Joseph transformed the city into a thriving cultural center. This strategy positioned the hotel as a meeting point of heritage and contemporary comfort.
The brand narrative revolves around Dorothea and Joseph – symbols of progress and refinement. Their story connects every element of the hotel, creating a bridge between past and present, local and global, traditional and modern.
The brand narrative was inspired by the Golden Age of Hungarian history, when, under the leadership of Dorothea and Palatine Joseph, Budapest transformed from a provincial city into a cultural centre, a metropolis of Western European standard.
Brand pillars
The story of Dorothea and Palatine Joseph pervades the hotel and links every element together creating a connection between the old and the new, the local and the foreign, and the different styles and eras.
Visual identity
The Dorothea Hotel logo was designed to be specific to the hotel and to its outlets. The one-of-a-kind logo reflects the duality that is present in all the brand concepts by using a traditional mark and a contemporary typography. The mark also refers to the architectural elements of the building.
Art and photography concept
In the Dorothea Hotel Tombor Zoltán photographs are present both in the Heritage and in the Contemporary rooms, referring to the different eras of the buildings. They are closely related to the branding and to the brand pillars “Creating connections” and the “Unexpected journey”.
Strategic brand and launch communications
We developed and executed a comprehensive communication strategy covering the hotel’s launch, digital presence, and long-term communication. This included a targeted go-to-market plan, platform-specific social media and influencer campaigns, impactful PR outreach, and a value-driven CSR approach. All efforts were aligned to strengthen brand awareness, engagement, and cultural relevance.
