NATIVE TO THE NEIGHBOURHOOD

BRTN led the creation of Sugata Hotel, a brand owned by Blackstone, establishing a distinctive identity for its inaugural asset in Osaka, Japan. As part of the Series by Marriott collection portfolio, Sugata was developed through a comprehensive scope encompassing brand strategy, naming, logo design, visual identity, and the creation of operational and marketing collateral. The result is a cohesive, scalable, and market-ready brand platform. Opening 1 April 2026.

Every city has its rhythm. But only a few know how to move with it.

この街を知り尽くした存在

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SUGATA HOTEL OSAKA SHINSAIBASHI は、生粋の大阪人のペルソナから形づくられています。

この街で生まれ、この街で育ち、言葉にしなくても通じる大阪の“空気”を知り尽くした存在。

どの通りが朝早くから動き出すのか、どのバーが深夜に賑わい始めるのか。

そして、多くの旅人が気づかず通り過ぎてしまう街角までも知っています。

大胆で、表情豊かで、個性にあふれる。

それは、大阪に暮らす人々が自然に体現している、この街の日常のスピリットそのものです。

Meet Ryo, the Osaka Native

Ryo is Sugata’s local voice; an Osaka native who embodies the brand’s character and perspective. Through subtle illustrations and storytelling, he guides guests within the hotel and into the neighbourhood with authenticity, warmth, and insider insight.

リョウは、自信にあふれ、機知に富んだ大阪生まれのネイティブです。温かく親しみやすい魅力を持ち、観察力と洞察力に優れ、素直で自然体な視点からゲストを案内します。

Sugata Hotel Osaka Shinsiabashi is part of the Series by Marriott portfolio. With an offering spanning Midscale to Upscale, Series by Marriott is a collection brand that embraces regional nuances in a simple way.

  • Creating an appealing collection brand for regional owners.

  • Bringing strong, independent, regional brands into the Marriott portfolio.

  • Growing Marriott’s “global domestic” customer base.