INTERCLONE

HOTEL

The paradox of retaining cultural identity in an era of globalization defines the marketing strategy for a fictional hotel chain, InterClone. While cultural diversity collapses into our global monoculture, tourism races to maintain differences to sustain the travel economy. The InterClone ad campaign promotes the hotel’s presence in six pilot locations, all considered emerging economies in which globalization is erasing cultural distinctions. In each hotel, a standard prototypical room is customized with the selection of features that balance the comfort of familiarity with “exotic” cultural inflections. The backlit signs were installed in Atatürk Airport among the hustle and bustle of everyday travelers.