Sydney-based full service creative agency SOTA Creative has launched a newly redesigned website for the Clock Hotel at www.clockhotel.com.au. Part of the Solotel Management Group of Hotels, the Surry Hills icon is an upmarket, trendsetting venue attracting a local crowd of designers and artists. Situated in the hub of design, fashion and popular eateries, it was essential the new website was cutting edge and interactive, reflecting the culture of both its patrons and surroundings.

The creative challenge was to incorporate the two distinct atmospheres within the hotels two bars in one website. Embracing both the heritage and character of the downstairs environment whilst adeptly embodying the contemporary sophistication of the upstairs bar. Where the previous website did not reflect the energy of the Clock Hotel, the new website asserts it as the leading hotel in the Surry Hills area.

The revamped website captures the various key elements of the Clock Hotel in super slow motion using the state of the art Phantom HD camera which shoots at 1000 fps (frames per second) This unique approach provides a rich online experience for the audience, that invites the viewer to both interact with and revisit the site.

The key concept behind the design - The Clock Hotel – “Where Time Never Stands Still” is conveyed on each page of the website. Various elements moving in super slow motion are shown as important to the room itself and the culture of the bar. Commencing with the time-lapse street sequence and the moving mechanism of a clock, the notion of time is enhanced on other pages. Depicting a world away from another world, a flambé has flames that move like silk, an olive is dropped seductively into a martini, a cue tip slowly hits a pool ball, on contact the chalk creates a poetic cloud.

“The concept proved to be the perfect fit for our Hotel as it is not only relevant to our name but also The Clock Hotel’s constantly evolving nature, ensuring that we are catering to the tastes of a creative and intelligent market”

“The SOTA team were truly inspiring to work with and as a client we felt very much involved in the process. The end result has been beyond our expectations” - Natalie James - Solotel Hotel Management

With the integration of video and digital this experiential website contains stunning imagery that reflects the culture and personality of the hotel. Providing a full audio-visual experience, it is a perfect illustration of the growth in the digital arena from its text- based roots to a rich visual and emotive experience for the online audience.

“This site demonstrates that the future of online has arrived. Its use of rich media is a conscious movement away from the text-based foundations of the internet. It is made possible by improvements in broadband speed and compression technology, along with a client who has a passion for entertaining their customers. I am extremely proud that SOTA Interactive are at forefront of deploying rich media into online environments”- Leon Minervini - Managing Director of SOTA Creative.

SOTA Creative
Rebecca Duncan – 0432 443 144
Leesa Minervini – 0422 811 723

Solotel Hotel Management
Natalie James - 0414 561237

www.sotacreative.com
www.solotel.com.au

September 2008

Creative, Digital, Technology

SOTA Creative is a Sydney based full service creative agency, made up of a group of strategic thinkers, creative minds and technical wizards. Specializing in four areas - SOTA events create, develop, deliver and manage physical events of any magnitude or scale. SOTA Interactive push the boundaries of online marketing and web development. SOTA Screen produces effective and engaging screen content no matter what the medium and SOTA Exhibition designs and manages production of exhibition stands, unique environments and props for display, promotion, advertising, film and television. Quality management, highly skilled staff and a fanatical attention to detail mean the end product is not only of the highest quality but is delivered on budget and on time, exceeding clients expectations.