Great to connect with you! I wanted to introduce Keane and share some projects below that may be of interest to you and the work you do at Liberation Group.
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.
Damson & Wilde
An original concept we created for City Pub Company nestled in Bury St Edmunds. A marriage of quintessential and contemporary British, Damson & Wilde came with all the challenges of working into a grade II listed building, but all the fun of working on a concept end-to-end. From DNA, to interior, branding, comms and the name itself - we worked closely with the CPC team to bring this project to life (and had a great time doing it).
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.
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.
From day one, the goal was to create a legendary London venue, discarding traditional restaurant norms for something more playful and hedonistic. And so, the eccentric MNKY HSE was born, signaled by its vowel-free styling, drawing inspiration from Miami's lively 'Vibe-Dine' scene that embraces a culture of carefree living, dining, and partying. Upon entering MNKY HSE, guests are welcomed into a velveted cloaked vestibule leading to a clubby lounge adorned with modern interpretations of Old Masters, setting the stage for the journey downstairs to a large restaurant space featuring private dining undercrofts where the 'monkey party' unfolds. MNKY HSE’s has become Mayfair’s most sought-after destination for fine dining and dancing, and has now been successfully franchised to Manchester, Doha and Riyadh, with further locations in the pipeline.
WE'd LOVE TO CHAT
Thanks for taking the time to look through our work Jayson. It would be great to organise a quick catch up call to connect properly and hear about your latest plans for The Liberation Group. You can book in a meeting with me below or just drop me an email.