Dorchester Hotel London Reception Room

Dorchester Collection Unveils New Digital Experience – Designed & Developed by Matter Of Form

Category: Agency News
30 Oct 2023
Read time: 2 MIN
Freshly launched, Dorchester Collection’s transformed digital experience is the first in a lineup of exciting projects for the brand in partnership with Matter Of Form.
Written By
MOF Team
MOF Team

With a series of legendary hotels spanning the globe, Dorchester Collection has eminence in its DNA. Springing from the group’s original and eponymous monument to luxury in London’s Mayfair, the Collection’s remarkable properties all balance heritage and culture today, sharing an alchemy of good living, refined elegance and bespoke service.

As each has grown and strengthened its own proposition, Dorchester Collection needed to harmonise the collection beneath one overarching and outstanding brand, bringing the Collection itself to the forefront of their impressive property portfolio. 

In late 2022, Dorchester Collection engaged Matter Of Form to transform their digital experience, with the core ambition to clearly communicate them as a global, ultra-luxury group of incredible hotels and ensure a cohesive experience across the master brand, whilst celebrating the individuality of each destination.

To design a digital experience that’s truly distinctive, both within hospitality and alongside other out-of-category world-class marques, we needed to understand its place in the guest journey.

As part of our proprietary Brand Interactions™ method, we ran a series of collaborative workshops with the Dorchester Collection team, analysing the existing customer experience at brand level, and mapping out ideas for the future experience. 

Diving into archives and hosting face-time with the team to fully comprehend the vision is vital when wanting to optimise the end-to-end experience, and ultimately a huge driver in capturing the nuances needed in the digital experience to embody Dorchester Collection’s newly refined brand and legendary status.


Looking ahead, our partnership with Dorchester Collection continues to deepen, from ongoing digital optimisation to multichannel brand photography and film assets for an extensive campaign that celebrates the Collection’s remarkable portfolio. 

To partner with our team across insight capture, brand refinement, CX innovation and digital experience design, get in touch via and speak to one of our consultants about how we can architect what’s next for your business.

MOF Team

Published by MOF Team

We are a London-based Brand & Experience Design Agency delivering second-to-none experiences for forward-thinking luxury brands with something to say.

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