Dorchester Collection

Reimaging the guest experience to build master brand equity in a legendary portfolio

Engagement Details

[I]

Establishing brand equity for a  legendary master brand

[II]

Reimagining the guest experience, through  a future state vision video - innovating  across physical and digital touch points.

[III]

A transformed digital experience,  a vessel for the brand world uniting  9 brilliantly individual properties.

The Challenge

The Dorchester Collection team engaged Matter Of Form in 2022 to ultimately build brand equity in the master brand whilst celebrating the individuality of each destination. As each property has grown and strengthened its own proposition, the Dorchester Collection brand has become over-indexed by the names in its portfolio.

The Approach

Through Brand Interactions™, our proprietary framework for meaning innovation, we set in motion a series of projects to ensure an elevated and cohesive experience across the master brand, identifying innovation potential in both digital and physical touchpoints, to clearly communicate Dorchester Collection as a global, ultra-luxury group of incredible hotels.

The digital experience was a clear central touch point. The Collection’s previous site lacked personality, while its tech stack wasn’t primed for scale. We wanted to transform it into a vessel for the brand world of Dorchester Collection, with interaction design reflective of the high-touch, human service they’re famous for.

The Outcome

What resulted is a dynamic and nuanced digital experience that unites nine properties, each uniquely renowned, under an overarching brand with just as much personality, prominence and value as the iconic names within it. And a fully primed channel for the rich content work we’re currently embarking on to further distill that legendary status in every interaction a person has with the Dorchester Collection brand.

Services

Brand Design

Consulting

Connected Communications

Overview

With a series of legendary hotels spanning the globe, Dorchester Collection has eminence in its DNA. From the group’s original and eponymous monument to luxury in London’s Mayfair to their 12-acre paradise behind the gates of Bel-Air to Rome’s Hotel Eden, Dorchester Collection’s remarkable properties all balance heritage and culture today, sharing an alchemy of good living, refined elegance and bespoke service.

Dorchester Collection needed to harmonise their exceptional properties beneath one overarching and outstanding brand - bringing the Collection itself to the forefront.