The Beaumont Mayfair
Iconic luxury hotel brand in the heart of Mayfair London
- Luxury
- Brand Strategy
- Brand Identity
- Brand Art Direction
- Brand Campaigns
- Digital Design
- Print & Packaging
Background
An art deco modernist building in one of London’s most sought-after neighbourhoods, The Beaumont Mayfair, offers a contemporary take on 5 star luxury with intuitive, understated service, having recently received the prestigious Two Michelin Hotel Keys.
Brief
To define the hotel’s unique strategic position within a crowded luxury London market, creating a contemporary visual identity which reflects its status, personality and brand attitude to a global audience.
Solution
Our vision was to challenge the convention of what a luxury hotel brand can be. Bold, beautiful and distinct. Inspired by the art-deco period of decadence, The Beaumont Mayfair, is uniquely positioned as the perfect balance of beauty and discretion, in equal parts risque and seductive with an untamed spirit of adventure.
At the heart of the visual identity is a carefully crafted symbol. This symbol embodies the relentless pursuit of excellence, outstanding levels of service, creativity and craft which the hotel prides itself upon. Elegant typography combined with a bold colour palette and expressive art direction are directly inspired by the artistic and fashion movements of the day. The expression of excellence throughout the new brand reflects the hotel’s elegant interiors designed by Thierry Despont, extensive art collection, luxury spa and the celebrated ROOM by Anthony Gormley creating a truly unique hotel destination.
The new brand vision and identity has been rolled out through a launch campaign film ‘A Destination For Those Who Dare’, a range of bespoke high-end packaging, website and signage with a new restaurant concept coming soon.
