2020 | Oru Hub HotelInterior DesignGraphicDigitalEnvironmentalStrategicInterior GraphicsWayfindingDigital ProductWebsiteBrandingPrinted MediaService DesignUser Research

ORU HUB HOTEL – concept, brand, environment, wayfinding, website

The project where the concept became king.

The project to revitalise Oru hotel encompassed the design of a brand, interior environment, service touch-points and business, which were re-designed through a new service concept.

The whole project was built on trust and belief that if a new concept like this is executed perfectly by everyone involved, we can create something that is thought out and on point to the last detail. 

To do that, we had to implement all design disciplines and then make sure that everyone involved would share the vision so clearly that they would not just do the work we ask them, but add to the concept and care about even the smallest details. 

Data talks.

We started the process by understanding the needs and behaviour of travellers. To learn about them, we conducted 18 interviews with 20 different people from different nationalities and ages, and collected insights into their needs and preferences when travelling. This acted as the main source of insights. The interviews were structured to understand: the frequency of travel, the purpose of the travels, the behaviour during the travels and the preferences regarding accommodation. 

This is where we ran our concept through Civitta consulting and data analytics matrix to see if this concept is actually profitable or not. Results were great and assured us that our work is based on real knowledge and facts.

Business or leisure travels, no worries – Oru caters to the modern “busileisure” travellers’ needs.

The new and tested concept was born to address the “busileisure” traveller: the people who travel for leisure and work simultaneously. Whether you come to Tallinn for work, but want to enjoy the city on the side, or you come to enjoy and want to do some work, Oru Hub has got you covered. Then we proceeded to simultaneously design the hotel, the Hub, the CVI, the web and the bistro.

Now that Oru Hub Hotel is ready, we are proud to say that this project truly re-designed not just the rooms, but also the mindset of the staff, the owners and partners that we met along the way. Oru is a perfect case to show us how a strong concept and empathy-first design can create something people fall in love from the first moment they see and experience it. The result has already given Oru Hub Hotel an extra star and made it a four star hub-hotel. ****


  • Kristian Kirsfeldt Main concept and execution, branding, interior graphics, signage & print materials
  • Mart Lankots Main concept and execution
  • Kadri Ann Mikiver Main concept and execution
  • Kreet Käärma Web design
  • Raik Ilves Development
  • Rainer Kull Development
  • Merili Palmkroon Development
  • Alan Reiss Production
  • Mart Lankots Production supervision
  • Siim Tikk Interior graphics, signage and print materials
  • Sofía Vega Anza Service design
  • Kätlin Ölluk, Aet Kiivet, Kristin Boginski (Nobe Design) Interior design
  • Edith Mihkelson (Skillmill) Bistro and service concept
  • Maarja Karmin, Helin Naska (Meta Advisory) PR
  • Liisi Kruusimaa, Ander Ojandu (Civitta) Feasibility study
  • Joonas Veelmaa, Oksana Bondar, Jason Mario Dydynski Copywriting
  • Ken Oja, Tõnu Tunnel Photographers
  • Kalmer Rookman (Medeo) Construction
  • Veiko Krautman (Conum OÜ) Construction supervision
  • Kristel Mäenurm, Igor Bernovski, Siret Dudajeva, Aleksanda Potapenko, Ott Uude Oru Hub Hotel