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Bahaus Neun
More info
Year
2022
Location
Kitzbühel, Austria
Typology
Singular housing
Architect
Mach
Services
Property Branding, Architectural Visualization, CG Images, CG Film, Digital, Editorial, Brand Identity, Brand Strategy
Bahaus Neun is a collection of six chalets in Reith bei Kitzbühel, within the Austrian Alps. For its launch, MACH GROUP commissioned us to develop the property branding. We built a narrative and brand identity that translated it into a printed coffee table book, designed for unhurried reading before diving into technical specifications, alongside a video as the central presentation piece. The aim was to build a narrative around who you could become living there, rather than describe a home, shaping desire through language that sells moments rather than property.
The concept was defined as a sensory narrative centered on experience. This meant prioritizing everyday scenes over technical descriptions and using the senses to structure the story. Copywriting employs headlines and evocative descriptions to capture specific moments: the first coffee overlooking the Alps, the sound of snow beneath skis, or the choice of a bottle in a timber-scented wine cellar. Those small, precise moments shape the brand messaging to establish a simple proposition: an exceptional retreat where comfort is absolute, and the landscape, forest, sky, and Alps feel like a natural extension of your home.
The book’s editorial structure is anchored by two landmark events that define the year in Kitzbühel. The Hahnenkamm Rennen ski race captures the intensity of winter. The Kitzbüheler Alpenrallye, one of Europe’s most prestigious classic car events, frames summer with a brighter, social energy. This duality makes Bahaus Neun a retreat that changes with the seasons, with its own rhythm and atmosphere.
We treated location as a differentiating factor of ultimate luxury. The naming draws directly from the address: Bahaus Neun, rooting the project and its storytelling in a destination of inherent prestige and social magnetism. The number 9, embedded in the brand icon, reinforces that idea. Visually, the language is editorial in spirit, featuring restrained composition and clear hierarchy. The centerpiece is a 130-page lay-flat book, bound in light grey cloth with silver foil stamping and housed in a matching protective sleeve.
To organise the diverse typologies, we designed individual brochures for each house type, combining imagery, plans, and key features so each unit is explained with precision within a recognizable collection. As an extension of this editorial universe, we also created a delivery kit with a custom-designed envelope and a set of postcards featuring questions intended to spark the reader’s imagination, maintaining the project’s tone beyond the book. The result is a brand that guides the sales conversation through a functional sequence: experience first, then detail.
