Case Study — Maison 37 Copenhagen

The Art of Quiet Living.

Maison 37 is a contemporary luxury hotel brand that celebrates quiet luxury — an aesthetic that lives in detail, texture, and pause.

Out of Form was invited to develop the brand's entire visual universe: strategy, naming, identity, art direction, and spatial environment, in a project that combines branding, architecture, and sensory experience.

The first unit, Maison 37 Copenhagen, is born from the fusion of French elegance and Scandinavian calm. The narrative was built on a central concept: luxury as silence.

Every design decision — from the color palette to the lettering, from the illustrations to the lighting — was designed to create a sense of balance and timelessness.

The result is a brand that breathes like a space: discreet, sophisticated, and emotional.

The identity translates into fine lines, neutral colors, natural materials, and compositions that evoke calm.

The brand's storytelling, manifesto, and visual tone position Maison 37 as a collection of houses from around the world—each a refuge, each with a distinct atmosphere.

“Between silence and light, we build the spaces we long for.”

SERVICES:

Brand Strategy · Naming · Visual Identity · Art Direction · Illustration · Environmental Design · Copywriting · Brand Collateral

CREATIVE DIRECTION: Out of Form

LOCATION: Copenhagen, Denmark

CLIENT: Maison 37 Collection

TONE OF VOICE: poetic, strategic, and international — blending storytelling and process clarity.

Perfect for a portfolio page that showcases the studio’s creative value.