Autograph Collection Residences, The Lucan, London, UK

Concept and strategy for Marriott’s first standalone Autograph Collection Residences

Brand | Interiors | Strategy

The Lucan is the ultimate in prestige hospitality – a partnership between Marriott and Gulf Islamic Investments to provide luxury apartments with a full suite of 24/7 concierge services. The Lucan is for bleisure-seeking glocalists, so it calls for a brand rooted in Chelsea’s irrepressibly chic Bohemian vibe.

Illumination is the key. The name for this beacon of stylish living comes from lux, Latin for light; the concierge team are known as Luminaries; and every detail of identity and service light up a resident’s life. This is a brand that’s rich with spontaneity, steeped in luxury, and fired by the spirit of place.

Related Work

Go back
Delve: A visit to Chelsea
Soaking up Chelsea's fashionable spirit
Delve: Brand experience
Translating the concept of light and fashion into the physical across brand activations and touchpoints
Dream: Creative development
The chosen creative territory takes inspiration from iconic Sloane Street to give our brand the same treatment as a heritage fashion house with statement monogram and pattern
Draw: Print production
A series of colour tests and proofing stages are integral to ensuring we achieve the best outcome for our print collateral
Draw: Brand marketing
In the lead up to the brand launch we created a series of teasers to be shared on social media along with the full brand film for the website