The Maybourne Hotel Group Tapestry
An elevated visual identity for the Maybourne Hotel Group. A concept bringing 'Stories of Distinction' to life.
This project centres around the Maybourne Tapestry, a visually intricate artwork that brings together the unique symbolism of each hotel, weaving their stories into a single cohesive design.
I was commissioned by Futurebrand to create a repeatable design that tells the unique stories of each hotel and highlights their rich history. This was achieved through individually designed motifs, each representing the distinct personality and character of the hotels.
Maybourne, the owner of iconic London hotels such as Claridge's, The Connaught, The Berkeley, and The Emory, has traditionally operated behind the scenes as a quiet partner to its renowned properties. Now, the company is working to make the Maybourne name a globally recognized brand, known for delivering exceptional luxury experiences and creating new opportunities for its guests.
The concept
Maybourne is a collection of distinctive stories, and cannot be captured in any singular image or symbol. The concept was therefore, to create an illustration that elegantly incorporated the iconic and recognisable symbols from the family of Maybourne Hotels into a unique and own able tapestry. The aim was to emulate elegance and craft, with a contemporary flair. Using repetition and symmetry to create a sense of order and structure, whilst maintaining balance and harmony with negative space.
"For thousands of years, tapestries have been used to portray the ebb and flow of history through art. For Maybourne, our stories of distinction are brought together in an intricate new artwork – tracing our beginnings at the apex of Georgian society in the heart of Mayfair, to the landmark locations we call home today."
The project was part of a new visual identity for The Maybourne Group, designed to capture the new era of the hotel brand. To create a unique tapestry to showcase the next stage for these world-famous properties.
The design process
The design is composed in distinct sections, each representing one of the Maybourne hotels, with a carefully curated collection of symbols that each tell a unique story. The entire composition is united by a golden thread, symbolising the shared values that bind all Maybourne properties across the globe, creating a sense of fluidity and connection.
Intricate details, including elements from the hotels' distinctive decor, are thoughtfully woven into the design, inviting moments of discovery. The balance of contrast between element sizes and quantities was a key focus, ensuring the pattern feels both fluid and structured.
Featured elements include the Greyhound from the iconic Connaught logo, a crown representing Claridge's status as a preferred hotel for global royalty, lemon trees symbolizing the Mediterranean charm of The Riviera, palm trees signifying the Beverly Hills location, and tea and cake for The Berkeley's renowned Pret-a-Portea.
Unique keys represent the future Maybourne properties, each stylized to reflect its destination: Marrakesh, Dubai, Bangkok, New York, London, Riviera and Miami.
The design process began with pencil sketches, mapping out the overall composition, fluidity, and structure. The concept was then brought to life through vector illustration, undergoing several rounds of refinement. A final layer of shading was added to provide depth and dimension. Two distinct colorways were developed: Ivory, for its timeless elegance, and Teal, adding a fresh vibrancy to the design.
