MIMI's HOTEL - SOHO
When German property company, Land Union, decided to create a unique portfolio of city-based luxury boutique hotels, IM was invited to develop the brand strategy, branding, positioning and execution of the branding across digital and print.
To epitomise a distinctive, standout urban style hotel portfolio in the branding.
Starting with Mimi’s hotel, this property was positioned to suit the vibrant and charismatic culture of Soho in the heart of London’s West End.
Our strategy was to develop and refine Mimi’s branding and brand story to project the opulent luxury expected by their high-value guests, creating a chic oasis of comfort, ease and quiet for them amidst the city bustle.
Every brand touchpoint including exclusive Henson’s Bar reflects the brand values in order to match guest expectations and more.
Brand execution & rollout
Following the completion of the brand strategy and identity phases, the rollout has included brand guidelines, websites for each hotel, along with collateral, stationery, invitations, menus and more. IM continues to provide marketing for the hotel portfolio.
The portfolio is sought after by business & leisure guests