A former theater in the center of Innsbruck, Austria has been converted into a modern city hotel. Its corporate design and visual identity aim to transport guests not only visually but also verbally by drawing attention to the hotel’s international flair and special location on Innsbruck’s main shopping street. The new visual identity was designed to make the hotel into an urban stage. This core idea is reflected in all print media and advertising material. The typical Tyrolean clichés and local tourism calls to action have been replaced with humor and wit expressed in an international design language.