Where culture meets comfort.

Blending hotel and residences, Abstract is Auckland’s vibrant new home for urban adventurers. Surrounded by the eclectic, creative culture of Karangahape Road, experience life full of colour here. 


South worked with Templeton Group to create a brand that captures the elegance and charm of the Abstract Hotel & Residences, embracing the area's energy. The logotype takes a refined serif typeface, splicing and distorting it to create something entirely unique. Using the same approach, an infinitely randomised brand pattern is made from the word ‘Karangahape’. The colour palette has an elegant deep navy, bone, and bronze, with pop blue, adding a splash of vibrancy.