Case study · Hospitality · Website redesign
The London
West Hollywood.
All suites, a screening room for the industry next door, and two bulldogs named Winston and Churchill. British poise, California restraint.
226
All-suite keys, interiors by David Collins Studio
110
Seats in the private screening room — junkets and premieres
800
Wedding guests at the top end of the rooftop
2
Resident bulldogs — Winston & Churchill, official mascots
World's Best
Travel + Leisure — plus AAA Five Diamond
The old site was a generic luxury booking template — the reason a Beverly Hills couple books this over the Beverly Wilshire was nowhere on the page. We led with cinematic photography and rebuilt the architecture around four audiences — celebrities, couples, fashion, business.
01 · The brief
Every room is a suite.
The site had to earn that.
A tranquil urban oasis between Sunset Strip and Beverly Hills: 226 suites by David Collins Studio, Waterworks baths, complimentary European breakfast at Boxwood, afternoon tea at London Bar, and a rooftop pool with private cabanas over the hills.
The positioning has to land visually before any copy argues for it — so cinematic photography leads every page, and the segmentation works quietly underneath. The screening room gets its own industry lane; business travelers get a meeting funnel that respects their time.
02 · The homepage
Five seconds to land the
brand. One page to prove it.
Hover and it scrolls. From the cabana hero through the offers rail, the @TheLondonWeHo wall, the events-blog-press band, and the concierge's “perfect day curated by Sara” — down to an illustrated map of the neighborhood drawn for the brand.
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The homepage — hero to hand-drawn map, one scroll
03 · Four audiences
Couples get the rooftop.
Everyone gets a tailored path.
Hover either page. Weddings runs the full romantic funnel — venues, packages, catering by Chef Anthony Keene, a weddings magazine, RFP — for events up to 800. Specials sells LA the way the hotel does: #DrinksAndDessertOnUs, a staycation with a gas card, and 50% off a Mustang convertible for the “Topless in LA” package.
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Weddings — the romantic funnel, RFP included
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Specials — from staycation to Mustang rental
04 · The mascots
The bulldogs got a page.
And a menu.
Winston & Churchill — the resident bulldog puppies — anchor the brand's warmest page: meet-and-greets at Hampton Court, event appearances that donate $250 to an LA shelter, and “Winston's Menu,” a dog-friendly culinary program by the executive chef. They even greet you from the fullscreen menu.
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Winston & Churchill — mascots with a content strategy
The fullscreen menu — puppies included
The result
Peer, not challenger.
The competitive set — The Beverly Hills Hotel, Pendry, Edition — all spend more on digital. The London now reads as their peer: the brand lands in five seconds, and the four-audience segmentation does its work quietly underneath.
“A suite is a promise of calm. The website had to keep it.”
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