Strategy
We see hospitality everywhere.
At Crown Creative, we are more than just designers; we are thinkers, creators, visionaries and problem solvers.
Often, what happens behind the scenes at a project's inception goes unnoticed and unmeasured, but it is there where project ideas are born. It is there where we navigate the unknown, start with the blank page, ask questions, challenge norms, and develop a point of view.
As we craft hospitality strategies and concepts we challenge ourselves and our clients to have a clear point of view, one that is distinct, that resonates with an audience, that fulfills a need or creates a new one. The strategy is about creating a vision that everyone can get behind, our rallying cry, our north star and beacon of light that brings us back together.
How We Do It
Our approach is personalized. We believe every project has its own unique set of challenges and opportunities. But first, and most importantly, we get to know each other. Empathy and understanding are at the heart of doing great strategy. It starts with understanding our clients, their brand and their audience, knowing the limitations and where to push boundaries.
This approach, married with our deep love and passion for the hospitality world allows us to look at a unique set of challenges and create real solutions - whether that is creating a new concept from scratch or refreshing an old one, adding layers to an existing brand or developing new experiences as extension of that brand.
Designing for hospitality is something we revel in. It is one of the only industries in the world that has the privilege of designing for all of the senses, from taste, to touch, sights, smells and sounds - we craft concepts that define the vision for food, drink, design, tabletop, uniforms and music that make you feel a certain way, that make you feel a part of something special.
Why We Do It?
Design without strategy is just pictures and strategy without design is just words. But when they come together, they create something more meaningful, more impactful and more creative.
We believe that strategy and design should work hand in hand, not letting one lead the other but crafting them together. Setting the vision for a concept from the very inception creates a standard for everyone to come back to time and time again to understand the vision.
Working on hotel projects and restaurants can take years, and ensuring the strategy is set and pulled through across all project touchpoints is key to its success.
What We Do…
Market Research | Trends & Insights | Master Planning | Concept Development | Brand Strategy| Brand Positioning | Naming/ Experience Strategy / Activations & Programming
What we’ve done recently
Marriott International
2023
We’ve created a future food & beverage vision and strategy for Marriott Premium Brands.
Waldorf Astoria
2024
We’ve built a new food & beverage concept for the iconic garden restaurant at the Waldorf Astoria Amsterdam.
Le Meridien Hotels
2023 - 2024
We’ve redefined the brand vision and experience for Le Meridien Hotels.
Regency House
2024
We’ve created the first boutique members club and hospitality house in Northern Ireland.
The Dead Rabbit
2022-2024
We’ve created several spin-off brands for the world’s most awarded bar, The Dead Rabbit in New York City.
In Development
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Repostioning the iconic Waldorf Astoria Amsterdam as they celebrate their 10 year anniversary.
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We are redefining the experience of the flagship store for one of the world’s leading coffee brands.
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We’ve created a food & beverage masterplan and concepts for two new European Luxury Hotels.