Corinthia Hotels – Part Two

Property Positioning

In the second phase of our collaboration with Corinthia Hotels, Luxury Branding developed positioning frameworks for each property. These frameworks highlight each hotel’s unique character while reinforcing the brand’s overarching ‘Grand Boutique’ identity across locations from London to Rome, Brussels to Bucharest and beyond.

Case Study

Building on the brand-led transformation of the Corinthia Hotels master brand, we developed bespoke positioning frameworks for five of the group’s properties. This strategic initiative encompassed three properties under development in Brussels, Rome and Bucharest—scheduled to open in 2025—alongside the flagship London hotel and the brand’s founding property in Malta.

Our approach combined hotel and destination immersions, stakeholder interviews, insights gathering, desk research and strategic creativity to define each property’s distinct positioning territory. We identified nine unique selling points for each property and distilled these differentiators into concise propositions aligned with the master brand’s ‘Grand Boutique’ positioning. Once agreed upon, the statements were expanded into core messages to provide the foundation for all sales, marketing, and PR efforts.

The positioning frameworks focus on three key attributes of the guest experience: Atmosphere, Attitude and Amenities. Atmosphere encapsulates the ambience created by and within the property. Attitude represents the spirit of the people who inhabit the space, while Amenities encompass the distinctive offerings of the product itself.

This tailored approach ensures each Corinthia property maintains an individual yet cohesive identity aligned with the overarching brand vision. By adapting the ‘Grand Boutique’ concept to each setting, we’ve created a framework that enables each property to shine while contributing to the strength of the Corinthia brand.

Corinthia Brussels

Reviving a Legend

Our journey began with Corinthia Brussels, the legendary Grand Hotel Astoria, set to reclaim its status as a beacon of elegance and luxury in the heart of the Belgian capital. Situated on Rue Royale in the vibrant Freedom Quarter of Notre Dame aux Neiges, this property exemplifies the ‘Grand Boutique’ concept through its distinctive blend of attributes.

The atmosphere beats with energy, while the attitude exudes an artistic spirit. All this is set within palatial amenities that speak to the grandeur of a bygone era. These elements combine to create what will undoubtedly become “Brussels’ Most Fabulous Address.”

To elevate the visual identity and express the singular proposition of each Corinthia property, we introduced an innovative core element: a distinct property print. 

 

 

We collaborated with the acclaimed floral design studio Daniel Ost for Corinthia Brussels to create a bespoke flower carpet. Expert photography translated this three-dimensional artwork into a striking two-dimensional print, which we applied dynamically across a range of premium operating and marketing materials.

This signature print is a visual embodiment of Corinthia Brussels’ character and pays homage to the city’s famous floral traditions with a contemporary twist.

By commissioning local creatives for each property print, Corinthia demonstrates its commitment to authenticity and local integration—essential tenets of the ‘Properly Inventive’ master brand promise. This approach ensures that each hotel stands out within the Corinthia portfolio while becoming integral to its host city’s cultural landscape.

Corinthia London

Enchanting the Capital

Collaborating closely with Corinthia London’s team, under the visionary leadership of Managing Director Thomas Kochs, we distilled and formalised what has made this property a true icon of the city’s hospitality scene.

Our thinking culminated in “London’s Magical Grand Hotel,” a proposition statement that captures the hotel’s unique spirit. This promise represents a place where each visit unfolds as a new chapter in an ongoing narrative woven from the gracious precision and passion that radiate across the property.

The Corinthia London experience is defined by three key attributes: a captivating atmosphere that draws guests into its world, a joyful attitude that permeates every interaction, and original amenities that surprise and delight. Together, these elements create a haven of imaginative and meaningful hospitality in the heart of London.

 

 

To bring this characterful and heartfelt excellence to life visually, we partnered with artist Sinead Madden to create a bespoke property print. This artwork, composed of energetic and repeatable graphics inspired by the hotel interiors, represents the spirited attention to detail that defines Corinthia London.

The culmination of this positioning work was the authoring and design of a beautiful property book, which encapsulates the hotel’s charming story and becomes a tangible embodiment of the Corinthia London experience.

By formalising Thomas Kochs’s and his team’s achievements, we’ve created a proposition that celebrates Corinthia London’s current success and provides a clear vision for its future, solidifying its position as a true gem in the Corinthia crown.

Corinthia Palace, Malta

Redefining the Birthplace of a Brand

At the Corinthia Palace in Malta, where the Corinthia story began, we developed a positioning honouring its heritage while embracing the future. Working closely with the local team, we created a proposition that perfectly captures the essence of this storied establishment: “Malta’s Original Hideaway.”

The Corinthia Palace experience is a harmonious blend of three distinct elements. Its atmosphere exudes nostalgic elegance, evoking the perpetual charm that has made it a beloved destination for decades. This is complemented by a progressive attitude demonstrated by a youthful and dynamic team that infuses the property with fresh energy. Finally, the hotel offers enriching amenities that promote well-being, catering to the modern traveller’s desire for holistic luxury experiences.

We are collaborating with renowned Maltese ceramicist Nico Conti to visually represent the hotel’s identity. Together, we’re creating a property print that celebrates Malta’s ancient artistic traditions with a contemporary twist. This artwork will embody Corinthia Palace’s ability to bridge past and present, offering guests a truly timeless experience.

 

 

Our involvement with Corinthia Palace extended beyond positioning and visual identity. Recognising the pivotal role of exemplary service in luxury hospitality, we designed and facilitated a luxury service design workshop for the hotel’s heads of department to elevate their ability to deliver exceptional, memorable experiences aligned with the hotel’s revised positioning.

Through this work, we’ve helped Corinthia Palace, Malta, redefine itself while staying true to its roots. By blending nostalgic charm with progressive thinking and focusing on holistic well-being, Corinthia Palace is poised to offer an unparalleled hideaway experience that resonates with long-time patrons and a new generation of discerning travellers alike.

Corinthia Rome

Reimagining Luxury in the Heart of History

Under the leadership of renowned Italian hotelier Danilo Zucchetti, Corinthia Rome is poised to redefine luxury hospitality in one of the world’s most fascinating destinations. Nestled in the heart of Rome, this neoclassical palazzo stands apart with its intimate scale and profound historical significance.

Our collaborative process led us to a compelling proposition: Corinthia Rome is an “Eternally Artful Enclave.” This concept encapsulates the property’s dual nature—deeply rooted in Rome’s timeless allure yet offering a fresh perspective on luxury hospitality.

We defined Corinthia Rome through three distinctive attributes: an atmosphere that is romantic as much as it is Roman, evoking the city’s passionate spirit and rich heritage; an attitude that is unashamedly avanguardia, embracing innovation and creative expression; and truly intimate amenities, offering personalised experiences that feel exclusive and bespoke.

We are collaborating with a local painter to create a bespoke property print to bring this captivating identity to life visually. This artwork will embody Corinthia Rome’s unique character, marrying classical technique with contemporary vision, much like the hotel itself.

As Corinthia Rome prepares to open its doors, this thoughtful positioning will guide every aspect of the guest experience, promising visitors a stay and an immersion into the artful essence of Rome reimagined through the lens of modern luxury.

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