Rooting a new brand in connection, with people, place and planet
Engagement
2022-2023
The Challenge
The first property in the portfolio of luxury hotel collection Place III Hotels, The BoTree stands where Marylebone, Mayfair and Soho meet. A five-star hotel in both luxury and location, blending vibrant design with a conscious ethos, for those who seek a sense of belonging in the places they explore.
As a new venture, the Place III team approached Matter Of Form to define and develop a distinctive brand identity for what The Standard would later call “Central London’s newest and ritziest hotel.” Our brief was to conceive a brand that turns locals into friends and returning guests into neighbourhood familiars. A brand that stands for connection between people, place and planet.
From initial engagement to the grand opening, our partnership with The BoTree was a joy and truly reflective of the modern luxury guest.
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For those who seek a sense of belonging in the places they explore, The BoTree is a contemporary hotel which stands where Marylebone, Mayfair and Soho meet, Offering conscious luxury and inspiring connection between people, place and planet.
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