RETHINKING THE HOTEL EXPERIENCE WITH PREMIER INN

Think you know hotels?

For most hotels, combining drinking, dining, and check-in in one space is a challenge. Get it wrong, and guests feel lost, or the bar and restaurant lose their identity. Whitbread saw the opportunity for a smarter, more seamless approach and invited us to solve the problem. The goal? To create a space that felt like a home away from home while redefining the modern hotel experience. A space that welcomed every type of guest and delivered beyond expectations.

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GO WITH THE FLOW

Where Everything Happens

The Social' maximises the potential of a truly integrated space while optimising the guest experience. The bar is the hero, sitting at the heart of 'The Social' and acting as a hub for guests and the team alike. A hive of activity that encourages people to dwell, connect, and enjoy.

EVERY DETAIL COUNTS

Better than home

To make ‘The Social’ feel like home (but better), we layered personality into every element. Flexible, multifunctional spaces let guests make the experience their own, while familiar comforts keep Premier Inn’s loyal visitors feeling content in their space.

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LIFE BEYOND PURPLE

Premier Inn’s iconic purple gets a fresh new interpretation. Neon accents, bold artwork, and tactile materials bring the hue to life.

It’s a colour that’s immediately synonymous with Premier Inn, and now it feels modern, stylish, and full of energy.

TALKING SOCIAL

The integrated ground floor breaks down traditional boundaries, and our graphic communication mirrors this ethos. Whether guests are grabbing a drink, enjoying a meal, catching up with friends, or getting work done, ‘The Social’ is designed to adapt. The brand reflects this same flexibility, full of personality and conversation.

The space talks back

Environmental graphics blend seamlessly, enhancing the space without overwhelming it. Messaging is clear and conversational, ensuring guests know what’s on offer without feeling pushed. The space feels alive, where graphics are as much a part of the experience as the people in it. If guests feel inspired to snap a photo, we’ve done our job.

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A LIVING PATTERN

A living pattern

Inspired by lush botanical landscapes, we created an exclusive floral design for Premier Inn. Tropical wildflowers and orchids bring a vibrant, energetic feel, with playful birds and mischievous monkeys hidden within the pattern. Designed to flow across fabrics, furniture, wallpaper, and more, it adds a dynamic and sophisticated touch to the space.

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LET’S GET SOCIAL

The Result

Another successful collaboration with the Whitbread team and our interior & brand team. Nearly 20 trial sites created, designed, and delivered over the last three years (as of early 2025) with the full rollout of the Integrated Ground Floor programme starting now. Every site has seen a significant uplift in food and drink sales, higher guest satisfaction, and stronger team engagement. We’ve also set the foundation for future expansion with model drawings and specifications tailored to different site sizes and operational needs.