VILLA 11
Private Members' Club
Villa11 is a new members’ club in Budapest, located in an elegant villa in Pasarét. From the outside, the building that houses the club appears simply as a villa, very similar to others on the street – only the chosen ones know that behind the facade lies a special world. The number 11 signifies the house number, but it also holds special significance for the founders. While some of the club’s programs are open to the public, most of its services are exclusively available to members.
The logo reflects the dual nature of the services: to the external observer, only the number 11 is visible, with the rest of the name fading into the background, only to emerge upon a second glance. For instance, on the brass house number plate, only the number is displayed. To those unaware that a private club operates here, it appears as a sleek and legible sign; to those in the know, however, it serves as a sophisticated element that mirrors the brand identity and subtly alludes to the club’s discretion.
Those granted access through the gate are greeted by the full logo on the building – crafted from a marble-effect stone plaque, referencing the building's classical character and the surfaces that also appear within the interior spaces.
The interior design reflects classical elegance, with the brand’s colors – dove gray, imperial blue, and light blue – partly featured in the furnishings. These same colors are also incorporated into the brand elements, such as in the stationery, maintaining a consistent visual identity throughout.
For the business cards, we used special luxury papers and techniques: we created duplex cards, decorated with embossing, debossing and letterpress printing techniques – each of which demands meticulous craftsmanship. For the custom envelopes, we incorporated shapes inspired by the classic arches of the villa building, adding a refined and elegant touch that sets them apart from standard envelopes.
On the folders for important documents, the number 11 appears as a repeating pattern, subtly incorporated in an elegant, understated manner. As part of the brand identity, we also designed the icon for the custom app currently in development.
Inside the building, the full logo is never displayed, signaling that those present are members of an exclusive, discreet circle. Therefore, in several places, such as on the packaging of the custom cosmetics, we only used the number 11 — thus further strengthening the brand without being overly aggressive.
The goal of Villa11 is to provide its members with an exceptionally calm environment, serving as a kind of island of peace—both its interior design and its garden filled with ancient trees were created with this purpose in mind. During the design of the visual identity, we aimed to capture the same sense of discreet, dignified tranquility through visual elements.
