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About Us

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About

(Our Studio)

© 2026

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(About Opera Prima)

© 2026

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(About Opera Prima)

Opera Prima is an independent brand identity studio focused on destination hospitality. We work with ambitious hotels, bars, restaurants and clubs to shape identities that extend beyond the logo and into the experience itself — from the first impression to the objects, rituals and details people take home in memory.

The Studio

Intentionally small. Closely involved.

Opera Prima is founder-led by designer and creative director Luciano Quintana. Every project is directed closely from the first conversation through strategy, identity and implementation. When the work calls for additional expertise, we bring in trusted specialists across illustration, motion, 3D, photography, digital and production. The studio stays small by design: fewer projects, closer relationships and more attention where it matters.

The Studio

Intentionally small. Closely involved.

Opera Prima is founder-led by designer and creative director Luciano Quintana. Every project is directed closely from the first conversation through strategy, identity and implementation. When the work calls for additional expertise, we bring in trusted specialists across illustration, motion, 3D, photography, digital and production. The studio stays small by design: fewer projects, closer relationships and more attention where it matters.

The Studio

Intentionally small. Closely involved.

Opera Prima is founder-led by designer and creative director Luciano Quintana. Every project is directed closely from the first conversation through strategy, identity and implementation. When the work calls for additional expertise, we bring in trusted specialists across illustration, motion, 3D, photography, digital and production. The studio stays small by design: fewer projects, closer relationships and more attention where it matters.

Why Hospitality

Hospitality is built in the details.

We are drawn to places where design is not something people simply look at, but something they move through, hold, taste and remember. A hotel key. A menu. A glass. A matchbook. The way someone is welcomed. The object they take home. The story they tell a friend the next day. These small moments accumulate into something larger: a sense of place. That is where we believe branding becomes most interesting.

Why Hospitality

Hospitality is built in the details.

We are drawn to places where design is not something people simply look at, but something they move through, hold, taste and remember. A hotel key. A menu. A glass. A matchbook. The way someone is welcomed. The object they take home. The story they tell a friend the next day. These small moments accumulate into something larger: a sense of place. That is where we believe branding becomes most interesting.

Why Hospitality

Hospitality is built in the details.

We are drawn to places where design is not something people simply look at, but something they move through, hold, taste and remember. A hotel key. A menu. A glass. A matchbook. The way someone is welcomed. The object they take home. The story they tell a friend the next day. These small moments accumulate into something larger: a sense of place. That is where we believe branding becomes most interesting.

Founder

Luciano Quintana

Luciano is an Argentine designer and creative director with more than a decade of experience across identity, packaging and visual systems. His relationship with hospitality extends beyond design: through travel, gastronomy, cocktail culture and a longstanding fascination with the objects and rituals that make places memorable. That curiosity shapes Opera Prima’s approach — observing not only how a brand looks, but how it behaves across an entire experience.

Founder

Luciano Quintana

Luciano is an Argentine designer and creative director with more than a decade of experience across identity, packaging and visual systems. His relationship with hospitality extends beyond design: through travel, gastronomy, cocktail culture and a longstanding fascination with the objects and rituals that make places memorable. That curiosity shapes Opera Prima’s approach — observing not only how a brand looks, but how it behaves across an entire experience.

Founder

Luciano Quintana

Luciano is an Argentine designer and creative director with more than a decade of experience across identity, packaging and visual systems. His relationship with hospitality extends beyond design: through travel, gastronomy, cocktail culture and a longstanding fascination with the objects and rituals that make places memorable. That curiosity shapes Opera Prima’s approach — observing not only how a brand looks, but how it behaves across an entire experience.

“Whenever I travel, the places I remember most are rarely defined by one spectacular gesture. It is usually the accumulation of small ones.”

“Whenever I travel, the places I remember most are rarely defined by one spectacular gesture. It is usually the accumulation of small ones.”

Luciano Quintana — Founder, Opera Prima

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(Our Method)

© 2026

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(Our Method)

A method built around the place.

A method built around the place.

01

Understand the Place

We begin with the business, the guest, the location and the ambition behind the project. Before defining how the brand should look, we need to understand what makes the place worth choosing.

Includes
Positioning
Audience & category context
Competitive review
Brand opportunity

02

Define the Point of View

We identify the territory the brand should own — what it believes, what it should feel like and what should make the experience recognizably its own.

Includes
Brand idea
Creative direction
Verbal & visual principles
Experience opportunities

03

Shape the Identity

Strategy becomes form through typography, color, image, language and a visual system capable of moving naturally across the venue.

Includes
Identity system
Art direction
Graphic language
Core applications

04

Design the Experience

We identify the moments where the brand becomes tangible — from arrival and service rituals to menus, signage, objects, packaging and guest communications.

Includes
Hospitality touchpoints
Physical objects
Guest journey
Digital-to-physical consistency

05

Prepare It to Live

The final system is refined, documented and prepared to work consistently across people, suppliers, locations and future growth.

Includes
Brand guidelines
Production assets
Implementation direction
Launch support

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(Assessment)

© 2026

How memorable is your hospitality brand?

How memorable is your hospitality brand?

Take the Hospitality Brand Health Assessment to see where your brand is strongest — and where the guest experience may be losing coherence.

Take the assessment

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(FAQs)

© 2026

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(FAQs)

Questions, answered.

Questions, answered.

What do you mean by destination hospitality?

When should we involve Opera Prima?

What does a typical engagement include?

How much does a project typically cost?

How long does a project take?

Do you work internationally?