Entrepreneur Martin Ho’s culinary companies have given themselves a new corporate design and are being bundled under the uniform “Dots” brand. Behind this is the worldwide expansion in autumn. An international creative team led by star photographer Michel Comte is responsible for this. HORIZONT spoke exclusively to Ho about his investments.
HORIZONT: Why is a new brand identity needed?
Martin Ho: We want to demonstrate more clearly who we are and therefore have to position ourselves more clearly and communicate this. Eating, drinking, dancing and all over again is what we offer every day – that’s why we bundle our culinary offerings under the uniform Dots brand and the claim “Eat.Drink.Dance.Repeat.” Everything that is purely a party stays, such as the Pratersauna in Vienna or the Take Five in Kitzbühel – it would also be absurd to attack this prestigious name with the image as one of the best clubs in Europe.
What are the specific considerations behind the new brand?
The central question was how we can create a brand that is just as tangible and works in every other city in the world. Because behind all this is a major globalization offensive in the fall, in which we are placing the Dots brand in major cities with international partners for the first time: Miami, New York, London, Dubai, Hong Kong and Kitzbühel. For the internationalization we have won Michel Comte as art director and consultant.
A big name – what do you expect from him?
Michel Comte played a key role in the new appearance and is now realizing the design and interior for the Dots establishments w
–
