Four IV is creating branding and signage for a luxury hotel and multi-facility estate, The Grove, which is due to open this summer as a select destination for upmarket business and leisure travellers.
Located in grounds near Watford, the £120m project comprises a 220-room hotel – embracing a pre-Victorian country house as well as a new-build extension – and will be aimed at international audiences because of its ease of access to Gatwick, Heathrow and Stansted airports.
Four IV has completed a pre-opening brochure to be used as a ‘teaser’ for corporate customers and is now working on all aspects of branding collateral, including stationery, wayfinding and signage. The venue is being marketed as ‘London’s cosmopolitan country estate’, a positioning devised by Four IV.
The identity (pictured above, from the Four IV-designed brochure) is intended to evoke both the natural scale of the site and its sleek, modern feel, according to Four IV creative director graphics Andy Bone.
Fox Linton Associates is handling the interior design of the hotel, while Collett Zarzycki is designing other aspects at the complex including the spa, restaurants and golf club.
The links-style golf course is being created by Kyle Philips as The Grove ultimately hopes to rival venues like Gleneagles in Scotland.