Dorchester Collection
REIMAGINING THE GUEST EXPERIENCE
Building Master Brand Equity Among A Legendary Portfolio
The Challenge
With a series of legendary hotels spanning the globe, Dorchester Collection has eminence in its DNA. From the group’s original and eponymous monument to luxury in London’s Mayfair to their 12-acre paradise behind the gates of Bel-Air to Rome’s Hotel Eden; the first hotel to offer the luxuries of lifts and electricity in the nineteenth century, Dorchester 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, the Dorchester Collection brand has become over-indexed by the names in its portfolio. Needing to harmonise the properties beneath one overarching and outstanding brand and bring the Collection itself to the forefront, the Dorchester Collection team engaged Matter Of Form in 2022 to ultimately build brand equity in the master brand whilst celebrating the individuality of each destination.
Through Brand Interactions™, our proprietary framework for meaning innovation, we set in motion a series of projects to ensure an elevated and cohesive experience across the master brand, identifying innovation potential in both digital and physical touchpoints, to clearly communicate Dorchester Collection as a global, ultra-luxury group of incredible hotels.
