Great to connect with you! I wanted to share some recent projects you might find interesting, which may have some parallels to what you guys are doing over at Heartwood.

Crafted Pubs

A new-to-market concept is always fun to work on because we get to flex every aspect of the business across a single project from start to finish, and show off how well we work as a team. This project for Greene King was exactly that, their foray into the world of premium pubs. The challenge was to tread the line between locally identified and centrally managed, which meant a hands on approach to both the core DNA (for that much needed consistency) whilst still having the flex and focus to share what would stand out at each site.

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Hickory's Smokehouse

Our good friends at Piper originally approached us to evolve Hickory’s, taking the best of what the team already did so well and rounding it out. Creating a stronger brand. Clear proposition. Direct purpose. The usual candidates for solid brand foundation. From there, we built the brand back up again around the flavours & hospitality found in America’s Southern States with an authentic brand brand identity and immersive environments filled with smokehouse theatre. Taking the brand from 3 sites to double figures, we proudly played our part in turning Hickory’s into the leading (now Greene King backed) BBQ smokehouse restaurant group it is today.

5 HICKORYS Hickorys Wall Heath Entrance

Parogon Pubs

Our work with Parogon has always been to a simple but effective brief - turn recently acquired tired community pubs into thriving, food-led premium pub experiences that will once again be loved by locals and attract visitors from miles around looking for great food & drink in an aspirational but accessible environment. We've done exactly that with transformational designs for Red House in Lilleshall, Seven Stars in Brocton and Blockhouse at The Sheet Anchor. Well worth a visit if you ever find yourself in Shropshire or Staffordshire.

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Vintage Inns

Our interior design team have been supporting the MAB property team for many years and when we were invited to explore how we would make the Vintage Inns experience more premium and elevate the overall design direction, we jumped at the chance. What followed was the development of a new direction, once called 'Very Vintage' and now relabelled 'Vintage Invested', which our team continue to support by developing multiple sites a year with meticulous attention to detail from bespoke signage design to artwork inspired by the local area - all delivered on budget and on time.

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Treehouse Hotel

Tasked with creating a unique concept for SH Hotels & Resorts’ latest location in London, we embraced the challenge of transforming a tired existing hotel into something that would captivate and inspire. Treehouse has a playful and fun treetop narrative grounded in sustainability, underscored by a commitment to upcycled and reclaimed materials, while seamlessly blending industrial design with timber, biophilia, colorful fabrics and playful materials to create something that Starwood founder and CEO Barry Sternlicht describes as “a special place that feels more ‘home’ than ‘hotel’ – cosy, welcoming, warm, and somehow familiar – an oasis after a long day that at once refreshes, inspires and delights.” Mission accomplished then.

3.TREEHOUSE Corridor


Thanks for taking the time to look through our work Ed. It would be great to organise a quick catch up call to connect properly and hear about your latest plans for Heartwood Collection. You can book in a meeting with me below or just drop me an email.