Some really *fresh* work here from GBH London. We like the use of the negative space to be suggestive of the egg, and all the comforting and cosetting imagery that that brings with it – all positive associations for a new hotel brand. The image is fresh and attention-grabbing, although perhaps it’s a bit lazy to still be depending on a repetitive ‘key visual’ like this. The earlier posted work from The Whitney shows how a impactful a really dynamic application of a bold visual idea can be. But still, great work nonetheless…we like!