article_snippet: (CNN)Milan has Moxy, while much of Europe is painted Blu.
article_snippet: Moxy, the new Marriott partnership with IKEA, is going after "a sassy, determined, individualistic consumer," according to Marriott's Von Ertfelda.
article_snippet: The first Moxy opened at Milan's Malpensa Airport in September and more are coming in Europe this year.
article_snippet: The first Moxy was a four-month process involving a great deal of brainstorming," says Marriott's Von Ertfelda.
article_snippet: The change of spelling from moxie to Moxy achieved that.
article_snippet: According to Marriott's Von Ertfelda, senior creative director Maria Rezende-Heiston selected hot pink for the The first Moxy logo to "appeal to those who aren't afraid to express themselves" while using a "curved font to convey a sense of rhythm, fluidity and independence.