The Dorian needed to embody Calgary's evolution: bold, decadent, adventurous. Once Upon a Time Hospitality crafted its identity from concept through execution.
We engineered the pre-opening strategy and launch, focusing on one key innovation: "The Mark." This digital installation reimagines Wilde's masterpiece for modern guests. A QR code in each room invites anonymous confessions. These shape a dynamic portrait in the lobby - virtuous admissions restore Dorian's youth, while darker ones corrupt his image.
The brand extends through every detail. Custom lenticular keycards shift between Dorian's dual faces. We developed the full operational suite: stationery, collateral, menus, and website copy. Each element reinforces the hotel's distinctive narrative.
We positioned The Dorian as Calgary's most provocative Autograph Collection property. The results prove its success: the hotel stands distinct in a crowded market.
