Chic and bohemian – Prague City Tourism renames Czech capital and launches new design

“The main objective of the visual concept was to appeal to a sophisticated clientele. However, our new philosophy is more than just a visual design. We aim to rediscover the soul of the Praguers free lifestyle, their creativity, their life stories and their pure bohemian heart, and present it to the world.

You said sophisticated, so I guess one of the main goals is to change the image of Prague. This intention has been communicated for several years by officials including the current mayor of Prague. Can you tell us a little more about how you plan to achieve this? I guess it’s not just with the design but with other associated events?




Jana Adamcová |  Photo: Prague City Tourism

“Yes. We have nearly 70 projects through which we want to help change the image of Prague. These are related to the culture of public space, sustainability and greening of the city, resolution shared housing issues, but also the development of new premium quality products and services for sophisticated clientele and the introduction of smart tourism. There is a lot going on right now and it is not just tourism related from Prague, but to the whole city with associated organizations, so it’s a very complex project.

If I am a potential foreign tourist listening to this, how should I think of Prague now? What is his new image?

“Basically, we designed three pillars that aim to constitute the essence of the city’s image. The first is that Prague is “chic”. We have a very beautiful city here with many heritage sites, but our people are also some of the best when it comes to arts, crafts and culture. This sophistication is truly ingrained in the city.




Prague |  Photo: Jana Myslivečková, Czech Radio

“We are also ‘bohemian’. In other words, we have chosen to work with the word bohemian, which does not only mean artistic, or unconventional, but is also the millennial regional name for the Prague metropolitan area and we really want to reintroduce this term to the world. . .

“The third pillar centers around the term ‘fusion’. Prague is, and always has been, an exceptional group of diverse influences. We have benefited from such a beautiful variety of cultures, such as Czech, German and Jewish. If you go even further back in history, you can also add Italian and French for example. We love different subcultures and they are really free to live and create in this city.

“Basically, these are the three pillars that make up the new image of Prague. “

If we go back to the new design concept itself, I understand that you included several artists in the project and even developed your own special alphabet. What types of images outside of traditional Prague tourist spots are shown?




New memories of Prague |  Photo: Martina Schneibergová, Radio Prague Internationale

“There is a specific artist behind the different ways in which Prague is presented, whether it is the design of souvenirs, illustrations, photographs or videos. This design carries the soul of the city, because, as they always say, although even the most beautiful place will not leave a deeper imprint on the visitor if he does not have a soul. That’s why we always focus on the designer behind the work. “

Where will people be able to see your new designs, other than memorabilia?

“The new visual identity will be gradually introduced in our visual marketing tools, such as the Prague.eu website, our social networks and in our marketing campaigns. We have also started to rename the heritage monuments under our management. Everything should be visible before Christmas arrives.

Prague City Tourism is a marketing organization formed by the city of Prague which seeks to promote and develop tourism in the capital at home and abroad.

Berta D. Wells