The Connaught launches new identity based around bespoke artwork

The large-scale collage work has been hand-painted and hand-cut by Williams. It features numerous references to the hotel’s heritage, including representations of the hotel’s namesake Prince Arthur, the Duke of Connaught, and the horse chestnut trees that stand at the hotel entrance.

A Saluki hunting hound, which has featured in the hotel’s crest for more than a century, hangs at the centre of the piece, while a number of butterflies pay homage to a Damien Hirst artwork in the hotel restaurant.

For the brand applications, The Partners selected crops of the work to feature on more than 160 different pieces of collateral.

Butterflies feature on candle packaging, the Saluki dog features bags and the Duke of Connaught’s key chain is shown on room keys.

These crops of Williams’s artwork are used alongside the Connaught’s crest and purple colour palette.

The main artwork itself joins the Connaught’s collection of more than 3000 works, and visitors to the hotel can hear an audio story of the making of and inspiration for the work.

Williams says: “I wanted to create a piece that would not just be housed in the hotel but would represent it – a work that would celebrate the spirit and history of the Connaught.”

The Partners executive creative director Greg Quinton says: “Weaving key elements of Williams’s piece into applications has enabled us to bring this story to life across the guest journey, thereby aligning the brand with the reality of the guest experience.”