The Flats

Starwood Capital Group London purchased a collection of one-off hotels. They were disparate properties with no commonalities tying them together. The partners at BREAD were engaged to unify the group, creating a powerful brand within the “extended stay” category. After touring the properties and analyzing the competition we identified a niche and developed a unique positioning and design direction they all could share.

A book cover with the title of the flats london bridge.

We named the hotels The Flats and gave them a cheeky look and voice to attract a young design driven market.

To appeal to an entrepreneurial social consumer, The Flats feature shared work space common rooms, creative snacks 24/7, a bold “British” plaid theme, and plush amenities like fuzzy slippers.

A magazine with plaid on it and the word
Three people sitting on a couch looking at their phones.

The Brand Book clearly articulated the mojo of The Flats and was key in helping Starwood Capital pitch the project to developers and investors.

A page of text with the words
A book with the title of
A set of two cards with different designs on them.

Vision + Project Management Services:

Market Research

Developed iconic cohesive Brand Identity

Recommended Service Standards

Created consumer focused voice and messaging

Brainstormed new marketing ideas

Designed branded Merchandise + Apparel


A plaid background with the word

With a new brand story and visual vernacular in hand, Starwood Capital was teed up to market and successfully sell the collection to a UK hotel group.

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