100 Queen’s Gate Hotel
Services | Strategy, Branding, Interior Design
From the outset of the project, our strategy team collaborated closely with the client that owned 100 Queen’s Gate Hotel (part of the Curio by Hilton collection). We were tasked to develop the positioning of the hotel, undertaking a detailed reconnaissance visit of the Kensington Borough, examining the core demographic, the neighbourhood history, the competition and key tourist attractions that the hotel could partner with.
The study established the overarching narrative for the hotel, as well as defining the F&B offers throughout the day that met the clientele’s desires and objectives, as well as providing commercial opportunities during the challenging COVID period.
Identifying the target audience and their needs was a fundamental aspect of strategically designing the hotel to ensure it was not only beautiful, but commercially successful too. Whilst working with the client during COVID, we identified two separate guest types; the Hedonists and the Cautionists.
Hedonists - those who were ready to jump back into socialising and spend their disposable income on enjoying life post-pandemic. Cautionists - included individuals who became settled into their new routine, comforted by the security that their own space provided, and felt more cautious about post-pandemic socialising.
We aimed to provide both categories of guests by curating a personalised service tailored to their needs to deliver an exceptional and enjoyable stay. Concepts included providing cocktail master class kits to enable the more cautious visitor to experience the ESQ Bar from the safety of their own rooms, whilst their more hedonistic counterparts could head down to the newly designed drinks lounge to enjoy the atmosphere in person.
