Arcus

OVERIEW

Led the creative development and launch of a new rooftop bar concept as part of a wider luxury lifestyle hospitality project.The project focused on creating a destination-led brand experience.

Strategic Goal: One of central London’s most desirable all-day rooftops known as much for its all-day atmosphere and culture as for its views.

Brand Strategy & Positioning
Creative Direction & Visual Identity Development: Brand Guidelines & Creative Framework
Art Direction: Campaigns, Content Production, Photography, Videography
Guest Experience, Storytelling Strategy & Programming 
Creative Oversight: Digital, Social, PR, Partnerships, & In-Property Touch Points

Creative Direction

& Vision

The creative direction for the rooftop was to create a careful balance between lifestyle, culture, atmosphere and social energy throughout the day. Inspired by Bloomsbury’s intellectual and creative heritage, the space is interpreted through a contemporary lens that feels globally aware yet perfectly placed in London. The intention is not overt glamour or nightlife excess, but rather a playful, understated confidence inspired by the seasons to which the space was designed to honour.

BELOW IS A SELECTION OF THE WORK

Arcus, perched on the top of The Imperial is a 374-seat, season-led bar inspired by London’s most unpredictable guest: the weather.