A candy-dream collaboration by Marriott Bonvoy & TWICE.
Marriott Bonvoy partnered with TWICE for Candy Dream — a summer-long activation across six hotels in Japan. The campaign translated TWICE's Candy Bong light stick and signature pastel palette into three hospitality formats: an afternoon tea served at six properties, a fully themed concept room at
W Osaka, and a curated set of in-room and take-home items.
W Osaka, and a curated set of in-room and take-home items.
Candy Dream Key Visual
The identity began with TWICE's official light stick, the Candy Bong — reinterpreted as something softer, sweeter, more dreamlike. Candy Dream is a variation on the original glow.
Built on TWICE's official color palette and the candy-sweet feeling the wording itself carries, the visual language extends the loveliness of all nine members — without ever literally picturing them.
Built on TWICE's official color palette and the candy-sweet feeling the wording itself carries, the visual language extends the loveliness of all nine members — without ever literally picturing them.
☕️ Afternoon Tea ☕️
The starting question was simple: what if Candy Dream's moodboard turned into a dessert? From there, the menu was developed around magenta and apricot — the colors most able to carry the brand's emotional palette into food. The rest of the tea set developed outward from that core.
👩🍳🧑🍳👨🍳 Six Chefs 👩🍳🧑🍳👨🍳
The creative direction was then translated by six pastry chefs,
each interpreting Candy Dream through their own kitchen, regional context, and seasonal ingredients.
From one shared moodboard, six distinct menus came to life — each with its own signature, yet all connected through one cohesive visual and emotional world.
each interpreting Candy Dream through their own kitchen, regional context, and seasonal ingredients.
From one shared moodboard, six distinct menus came to life — each with its own signature, yet all connected through one cohesive visual and emotional world.
Afternoon Tea Novelty Item
To extend the Candy Dream Afternoon tea experience beyond the menu,
a series of original novelty goods were developed for participating guests.
The tote bag, tumbler, and coaster translated the campaign’s soft and playful visual identity into collectible fan touchpoints.
a series of original novelty goods were developed for participating guests.
The tote bag, tumbler, and coaster translated the campaign’s soft and playful visual identity into collectible fan touchpoints.
🎀 Candy Dream Concept Room 🎀
The Candy Dream TWICE Concept Room at W Osaka extends the campaign into an overnight stay. The space was built around TWICE's official LOVELY characters and a series of posters designed specifically for the room — every poster, every wall, every fabric layered to make the concept room read as unmistakably TWICE.
A TWICE amenity kit was designed to complete the Candy Dream stay experience.
From the sleep mask and room slippers to the hair scrunchie, each item extended the room’s soft pink visual language into the small rituals of an overnight stay — turning everyday hotel amenities into collectible TWICE touchpoints.
Fan-shared moments turned the Candy Dream experience into something beyond the hotel.
Across social posts, guests captured the afternoon tea, concept room, and branded details in their own way — showing how the collaboration lived not only as a campaign, but as a memorable TWICE experience fans wanted to keep and share.
Across social posts, guests captured the afternoon tea, concept room, and branded details in their own way — showing how the collaboration lived not only as a campaign, but as a memorable TWICE experience fans wanted to keep and share.
Client: Marriott Bonvoy Japan
Creative: Soyoung Heo
Producer: Mijin Noh
AE: Bori Kim
Special thanks to PostDoor
Creative: Soyoung Heo
Producer: Mijin Noh
AE: Bori Kim
Special thanks to PostDoor