THE FONTENAY, the new luxury hotel, is a reflection of modern Hamburg, a homage to the Hanseatic city. Contemporary, modern classic is the message. The task for BAY during the pre-opening phase was to create a look for the print media that mirrors the hotel’s high level profile. The question was how should the perfect layout and description look for something that did not even exist? BAY developed the communication concept “Fontenay 10. One address, one statement and ten captivating reasons for Hamburg’s new luxury hotel”. Visualized as an elegant interaction of capital numeric characters, fine typography, virtuosic architectural renderings and lovingly illustrated.