Challenge

Maybourne, the iconic hotel group behind Claridge’s, The Connaught, and The Berkeley, had just opened a 5-star hotel on the French Riviera. They needed a brand strategy to set The Maybourne Riviera apart — from the crowded luxury scene of the Côte d’Azur, and the other Maybourne Hotels.

Solution


We redefined the category with the idea ‘Luxury is Light’ – a play on the building’s architecture and a liberating departure from the traditional, rule-bound luxury the world expects.