The first of Kerten’s projects on which I-AM’s expertise was sought was the new ‘smart hotel’ concept called Cloud 7.

With the motto of ‘dream, discover, inspire, live, meet and share’ the thinking behind the design emphasises the use of innovation to encourage guests to interact with each other and their surroundings.

Capturing the essence of the local area is key to the Cloud 7 concept, which means that each Cloud 7 hotel, while following a distinct and recognisable pattern, is necessarily unique.

Instead of traditionally defined spaces, the ground floor reception-less social area is a space to share a snack, curl up in a quiet corner to read, or make new friends in a café bar that’s run by a local specialist, an important touch that adds to the sense of belonging to the neighbourhood.

I-AM created the Cloud 7 brand and interior design concept, applying it first to the original site in Istanbul’s Ataköy Marina – as well as to the brand’s various digital channels. Since then I-AM has been supporting Kerten on growing the brand in key locations across the Middle East, North Africa and Central Asia.