CASE STUDY
Miiro Hotels
Creating Europe’s Most Talked-About Hotel Brand

Challenge
As InterGlobe Enterprises, a leader in aviation and hospitality, ventured into a new chapter with an acquired portfolio of European properties, it sought to transform these holdings into exceptional destinations. Beyond goals of enhancing loyalty and revenue, the vision was to create a distinguished luxury lifestyle hotel brand. Entrusting Prophet with the task, InterGlobe asked us to define the brand strategy, visual expression, name and guest experience.
Solutions
Starting with a detailed market review and quantitative research, we identified a unique niche for a hotel that seamlessly blended authentic luxury with a calming and mindful experience. This insight informed a distinct brand positioning centered on offering “Brilliantly Considered Stays.”
We used Prophet’s extensive naming process and after evaluating more than 200 name possibilities, the team aligned on Miiro, originating from the Latin for “a sense of wonder.” Through creative exploration, we uncovered five distinct brand territories, testing two with potential guests to refine our direction. From this, we defined a set of design principles applied across various touchpoints. We also established a compelling tone of voice and provided a comprehensive writing guide to ensure consistency in communications. This brand strategy’s visual expression then shaped the design of the guest experience, from pre- to post-stay, accentuating signature moments that encapsulated the essence of the new brand.
As a final – and important – step, leveraging Prophet’s Human Centered Transformation Model, we devised an effective strategy to introduce Miiro to InterGlobe colleagues, ensuring seamless integration and alignment with organizational goals
Results
Miiro launched its first properties in Paris, Barcelona and Gstaad in 2024, with London following this year. Buzz is building, and the debut has been heralded as one of the year’s most anticipated hotel brand launches.
A Name for Self Reflection
Through an extensive naming process, we landed on the name Miiro. Originating from the Latin for ‘a sense of wonder’, it serves as a reminder for guests to pause, look around and savor every moment. The double vowel spelling reflects the idea of a mirror, speaking to the idea of mindful self-reflection, echoing the unique spirit of each Miiro location.
Sensory Discovery
The creative concept underpinning the new name and brand positioning — Brilliant Considered Stays — centers around the idea of ‘Sensory Discovery’, bringing guests closer to the soul of Miiro’s neighborhoods. Through a carefully curated and crafted visual system, the identity celebrates the human senses of sight, smell, sound, taste and touch. This sensory journey is embodied with a modern rendition of classic calligraphy, curated layouts and unfiltered personal photographic moments that capture genuinely local experiences.
“Our expectations of travel are filtered through the lens of social media, creating generic and uniform travel experiences, hindering meaningful connections with the places we visit and the people we meet. Miiro aims to change this with a more authentic representation of place.”
Clive Rohald
Executive Creative Director, Prophet



Considered. Curated. Crafted.
To ensure the Miiro brand and experience is represented consistently across all hotel locations, we developed three guiding design principles that influence every aspect of the guest experience. These principles ensure cohesive application of the brand, from the aesthetics and ambiance to the quality of customer service. By adhering to these principles, we maintain the high standards and distinctive character that defines the brand and deliver an exceptional experience across all Miiro hotel locations.


Signature Guest Experiences
Drawing upon customer insights, we crafted bespoke guest experiences that significantly enriched travelers’ stays. This approach embodied the concept of ‘Brilliantly Considered Stays,’ effectively translating it into tangible and memorable moments for our guests. By creating a true sense of place for guests, we not only elevated the quality of their experiences but also fostered a deeper connection between the guests and their surroundings.

“The Miiro brand isn’t just a new logo and minimalist design décor, it’s an expression of who Miiro are as an organization and the commitment to delivering an experience for guests that provides a true sense of place, wherever they stay.“
Alex Whittaker
Partner, Prophet