September 2014 - Different Hotel Group had plans to add a different type of accomodation to their portfolio. A ‘luxury on budget’ hotel that would accomodate mainly young couples who wanted to spend a weekend in the city. They wanted this place to be called ‘YUP’, and that was that. Everything else needed to be designed. YUP, short for Young Urban Professional, represents a subculture of bold, succesfull, materialistic, individuals that lead a decadent lifestyle in the eighties. Yups were not afraid to show off their success and wealth in a blatant way. Of course, that arrogance raised a few eyebrows here and there.
This ironic and sarcastic image of a YUP became the concept for this brand. Under the name YUP we now created a place that looks fancy and posh, but in reality is nothing more than a superficial layer of golden varnish... Where greed is good and more is more.
Design by Simone Pullens & Serge Haelterman for Creneau International
Photography by Hugo Thomassen