Dusit Central Park is the collaborative result of two of Thailand’s most prominent hospitality and leisure brands joining together to redevelop Bangkok’s most iconic address, creating a new mixed-use leisure, work and residential destination.
Pentagram’s challenge was to create an identity that tied DCP’s brand and sub-brands together, and connected the location’s heritage to its new future as a modern international destination.
The foundation of the DCP visual brand, and its sub-brands is a bespoke, fully variable typeface, created with NaN.xyz. With a core DNA that extends to four different styles, and was created in both Latin and Thai character sets.
Pentagram collaborated with Bangkok foundry Type-K to include the Thai alphabet, in all styles and weight variations, allowing DCP’s typographic voice to be bilingual in all instances.
The tone of voice that leads with the statement “Here for Bangkok”, solidifying DCP’s commitment to creating a space that fits the needs of its visitors, residents and the wider Bangkok community. Each sub-brand has a specialisation of this statement.
Each of the DCP brands has a pattern language and lead colour that balances the modern, international outlook of the experience with the vibrant surroundings of Bangkok, considerate of both the hotel’s heritage and the cultural significance of colour in Thailand.