Designing The Belmond Experience, From Digital Architecture To The Future of Loyalty
2017 - Present
Drum Design Awards, Gold
Best Luxury Website, GWG Awards.
Everyone knows The Cadogan, Hotel Cipriani, the Orient Express. Be it through dinner party stories, headlines or experiences firsthand, they’re names that carry cultural weight and social significance. But the master brand behind them wasn’t always as well known.
Established in 1976, Belmond has been a pioneering force in luxury travel for over 40 years, building a diverse portfolio of the world's most thrilling adventures, cruises, dining experiences, safaris and train journeys for discerning global travellers. In 2017 the Belmond team engaged Matter Of Form in the first phase of a serial creative partnership to make the Belmond brand famous, fuelling their vast growth ambitions alongside an aggressive acquisition strategy.
We did so by firstly creating a digital ecosystem that’s best in class, allowing each of the portfolio properties to express their individuality while sitting within a uniform design, content and technology framework. We then turned our attention to the future of loyalty for Belmond following LVMH’s $3.2 billion procurement of the business, crafting a meaningful model that goes beyond complimentary elevenses, before defining the role of clienteling in the context of luxury hospitality.