We looked at the emerging luxury customer, which revealed different motivations and aspirations – with a thirst for enrichment, inclusivity, authenticity and mindfulness. A shift from the more formal, traditional luxury, showcased by many of the Mayfair establishments. In response to this research we started on a creative application which reflected a brand of desire. Multiple brand layers were introduced. Our fresh approach meant we were perfectly positioned to be at the forefront of the “new luxury” movement while introducing The Biltmore Mayfair as a real pioneer of contemporary luxury.
To create a unique brand identity for the opening of The Biltmore Mayfair, LXR Hotels & Resorts. To position the hotel as a differentiated product within the independent luxury hotel space, but complimentary to the overarching LXR brand.