With Gleneagles moving into the city for the first time, the brand needed to preserve its country-house legacy while appealing to urban guests.
We carried out guest analysis focusing on trends in wellness, F&B, work, membership, travel, luxury, and connection to nature. These insights were tested with future guests at curated events, refining what would resonate in the city.
The insights shaped key elements of Gleneagles Townhouse, from guest journeys and menus to membership offerings and wellness facilities, blending heritage with modern urban demands.
The launch stayed true to Gleneagles' legacy while attracting a new generation of city guests. Insights from The Townhouse also informed updates at the original Gleneagles, ensuring consistency across the brand.
Brand Architecture | Place & Cultural Context | Guest Mindset | Live Experience Testing & Validation | Experience Design