The Fife Arms

Originally a 19th century Victorian coaching inn, The Fife Arms has had various incarnations over the years, before gallerists Hauser & Wirth reopened it as a luxury hotel. Our challenge was to create a deeply authentic brand identity which weaved together Scottish heritage and culture, maximalist interiors and world-class contemporary art. Asking, what does a hospitality concept coming from the perspective of an art gallery look like? The result is an extraordinary cultural destination.

Uniting art and hospitality, two very different forms of culture, one usually governed by taste and the other by ideas. At the meeting point of these two worlds lies a sweet spot where we we are able to break free from expectation. Through a deep engagement with the dynamics of place, we sidestepped the neutral, pared back approach that is common for new brand identities, and created a layered brand that embodies Braemar – a place full of stories both real and imagined.

We explored the visual ecology and culture of Braemar, diving into the stories of flora, fauna and famous guests alike. Our designs spanned a palimpsest of styles, eras and ephemera, weaving in the tales and characters that have made this such a remarkable place. The result was truly authentic and original, from the multiple logos all rooted in Scottish font foundries to the 46 one-of-a-kind room books, and the world's of Elsa's or Bertie's bar. A layered experience, rich with interest, credibility and connection at every touchpoint.