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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