As a brand that grew up in East London, they needed a credible view of the location, guests' expectations, and the resulting impact on design direction, F&B requirements and room types.

We carried out in-depth neighbourhood analysis focused on trends and future consumer needs. The results created clear briefs for the company's Design, Operations, and Marketing teams.

The result is a distinctive Kensington property that maintains Locke's innovative brand DNA while authentically connecting with its West London context. Ember Locke successfully expanded the brand beyond its East London roots, attracting a new guest demographic while creating meaningful local relevance in a prime location.

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Future Insights | Place & Cultural Context |
Business Framing  | Guest Mindsets