SO/ Auckland - Luxury hotel - Story behind the Emblem

Benny Castles, Design Director of WORLD collaborated with SO/Auckland for over three years to create the emblem; a signature design print, artwork, wallpaper, exclusive suites design, cushions for the chauffeur cars and attire for our team of ambassadors which encourages individual expressionism.

"We created a stylised topographical map of Auckland and over-inflated the role of volcanoes. The emblem needed to be both nostalgic and futuristic, appealing to Auckland’s mythical past but setting itself in the future of what this city will become. The swirling, hypnotic effect feels as though you’re looking directly into the eye of a volcano, reflecting that feeling of stepping into a boutique hotel; a hypnotic experience where the outside world is left behind and a new experience begins".

– Benny Castle, WORLD.