Our latest and bold new advertising campaign for client, Ocean Independence, as seen in the July edition’s of Boat International, Boat International US, Boote Exclusiv and Barche.
SPOTLIGHT ON FRIPPY JAMESON /
In the latest series for Taylor Howes’ online campaign, Keep Creativity Going, we interviewed British Sculptor, Frippy Jameson, on the relationship between fragility and strength that she strives to portray in her life-size equine and figurative pieces. Read the guest article by our co-founder, Jo James, here.
1M IN MOTION /
A little extract from a montage we created for a recent pitch ...
KEEP CREATIVITY GOING /
A new spirit of collaboration is emerging during these strange and unprecedented times. One such example is the ‘Keep Creativity Going’ campaign led by our visionary client, Taylor Howes. Its mission is to shine the ‘digital and social’ spotlight on artisans and craftspeople, who face the potential to slip away during this time. Our co-founder, Jo James took part this week, writing a guest article on up-and-coming artist, Lily Adele, uncovering the creative inspiration behind her extraordinary textile bird artworks. Each portrait is handcrafted from exquisite recycled fabrics, silks and ribbons.
Read the Beauty By Nature article
VISION 2025: ZANNIER HOTELS /
One Menagerie is proud to announce new client, Zannier Hotels and our appointment to oversee their longterm brand and marketing strategy.
The first Zannier hotel, Le Chalet, was opened in 2011, in the French Alps, followed by Phum Baitang, in Cambodia, 1898 The Post, in Ghent, and private lodges Omaanda and Sonop in Namibia. In August this year, Bãi San Hô will open in Vietnam, taking its name from the resort's private “coral bay”.
Further openings include a duo hotel concept in Santa Maria de Xala, Mexico (2022) and perhaps one of their most ambitious architectural projects to date: restoration of a 1,000-acre estate with19th-century Palace and Fort, in Menorca (2023).
EXQUISITE IMPRESSIONS /
The 4th Christmas card in our original series for client Ocean Independence. Our design concept conjures up the imagination for ultimate yachting lifestyle. A hand made brass sculptured die was created by our friends at Kingsbury Press to bring the 3-dimensional experience to life. The cards are printed on beautiful G.F. Smith Zen papers with silver foil detailing using Foilco.
INDUSTRY LEADING PRINT /
4 years and 8 editions later, PURSUIT magazine keeps going from strength to strength. Conceived as a limited collection for our client, Ocean Independence, each edition is centred around themes of yachting lifestyle.
PURSUIT’S authoritative and original content puts customer value at the heart of its expression, connecting brand, culture and shared passions among 4,500 superyacht owners and charter clients who receive the biannual broadsheet. Pursuit has attracted and interviewed some of the biggest and most influential leaders of our generation, from Sir Richard Branson, Elon Musk to Anna Fendi.
The latest issue 8 – ULTIMATE CRAFT – led by global rock star, designer and creative polymath, Lenny Kravitz, focuses on contemporary 21st century craftsmanship. Our special insider’s guide uncovers the Top 20 Artists of Craft, shining the spotlight on master creations from Silverlining Furniture, Fabergé, Au Départ, NasonMoretti, DKT Artworks, Riva, Bugatti, North Sails, Feadship, McLaren Special Operations to Louis XIII.
LUXURY ZEITGEIST 2020 /
With the global luxury goods market expected to reach $1.3 trillion and over 55% of spending originating from Millennials and Generation Z by 2025, we were delighted to be part of The Luxury Business Sphere’s 2019 Summit last week to discuss the Luxury Zeitgeist for 2020 and beyond. For those who missed this year’s event, we have prepared a snapshot of the discussions on the day.
The last year saw 0.7% increase of UHNWI (Ultra High Worth Individual) while their global wealth rose to a total of $32 trillion dollars. The highest growth in UHNWIs was across the UK, Europe, the US and Middle East with New York regaining its status as the number 1 city for UHNWI, London’s position rose to place it above Hong Kong. Another growing segment is the number of female UHNWIs, that now represents 31% of 265,490 UNWIs in the world today.
With the increase in Millennials and Generation Z to the list, this brings a challenge to luxury brands to penetrate this market as consumers are increasingly intelligent and sophisticated in their approach to investments. The impact of digital is undoubtedly the largest growth sector for brands to reach consumers with a fifth of all luxury purchases predicted to be online by 2025 according to McKinsey’s Luxury Report in 2018. Meribeth Parker, Head of Business Transformation at Times LUXX dubbed Instagram as the new storefront and highlights the importance of brands placing the customer at the heart of their new brand positioning formula with storytelling and co-creation of content with customers being one of the most powerful tools to engage.
When looking at the UHNWI in relation to property, the emergence of younger buyers to the global super prime property market there has been a shift away from Ivory Towers to developments that are part of a wider genuine community and a desire to give back to society. The younger UHNWI also places less importance on ownership and the implications of stamp duty at the super prime end of the market there is a real opportunity for developers to become landlords. ‘Next-level living’ is the new buzz word for both the sales and lettings market with consumers expecting next-level amenities from world-class wellness centres, cutting-edge technology and curated experiences.
And it is experiences across the board that will undoubtedly change the luxury landscape the most over the next decade with self-improvement and self-fulfilment becoming a key motivator. According to Stylus, 77% of Millennials are buying fewer but more meaningful experiences and the sabbatical is having a renaissance amongst 30-40-year olds keen to explore the disappearing natural landscapes, something that we have identified at One Menagerie as Super Nature.
Be it tailored experiences online or offline, the rise in the conscious consumer is at the forefront of the new luxury landscape. UHNW consumers are redefining the meaning of luxury into a unique omni-personal experience that puts a sense of wellbeing, culture, craftsmanship and sustainability at its core.
References include 2020 white papers and reports from Boston Consulting Group, Reuters, Bain & Company, McKinsey & Company, Deloitte, Euromonitor, The Future Laboratory and Forbes.
BESPOKE REPORTS & FUTURE STRATEGIES /
As with Hemmingway’s iceberg theory much of the work we do for our clients remains beneath the surface. One Menagerie’s bespoke reports and future strategies identify unique and innovative insights to ensure relevance, competitive standout and commercial success at every stage of our client’s campaigns.
Our reports are a combination of in-depth observation and interrogation of the market place alongside trend forecasting and luxury consumer insight. Each unique report can be delivered in many different mediums from a white paper and board deck to a published journal and industry event.
BOLD NEW BRAND IDENTITY /
Bold new brand identity, brand strategy and website for Luxury Business Sphere. An industry platform established with a mission of bringing together multi-disciplinary expertise from the worlds of design and luxury, through events networking and thought leadership programs.
This year’s 200-member Summit will take place on 8th October, in association with leading lifestyle media brand, Times LUXX.
We are proud to have helped shape the day’s agenda, for a second year - Talking About a Revolution: The New Languages of Luxury & Design - and produced the concept and art direction for its bespoke illustrative artwork by Matt Murphy.
Last year, our Creative Director, Sam Laurie, hosted a panel discussion at the Summit - Engaging the Right Minds - on how next-generation HNWI’s are shaping the face of luxury design; he was joined by stakeholders from Bremont Watches, Lodha Developers, Rokstone Property and Princess Yachts.
With special thanks to our client, Karen Howes, Founder and Chief Executive of Taylor Howes and visionary behind Luxury Business Sphere. Another great project working together, it is always such a pleasure and honour.
BRONYA HEAVER JOINS THE TEAM /
We are delighted to welcome Bronya Heaver to the One Menagerie team as Creative Partner, joining us with twelve years’ experience across international property, travel and lifestyle sectors.
Before joining One Menagerie, Bronya has led brand, marketing and communications strategies for landmark international projects including: St John’s Wood Barracks, development of the former US Embassy in Grosvenor Square, 26-30 Old Church Street Chelsea, Martin’s Properties multi-use portfolio and the repositioning of the King’s Road as a dynamic retail destination.
Prior to this Bronya spent five years at Knight Frank as an Associate Partner working on international developments and latterly working for the Global Wealth team focusing on the rebranding and global launch of Knight Frank’s The Wealth Report, including thirty-two global launch events.
As a Creative Partner, Bronya plays a crucial role in shaping new business development for the studio; leading strategy and innovation for international property clients.
PURSUIT EDITION 7 - ULTIMATE ATLAS /
Launched our latest issue 7 of PURSUIT magazine, for client, Ocean Independence. Focusing on the next frontiers of travel and yachting lifestyle - ULTIMATE ATLAS - features Virgin Galactic and Sir Richard Branson - someone who is synonymous with achieving the seemingly impossible.
We reveal new and unchartered territories for superyacht charter, on-the-ground specialists to enhance yachting experience, the best in technical gear for the outside elements to insider tips on pioneering adventures from Ben Fogle.
MINTHIS WINS BRANDING AWARD /
Congratulations to the team at Minthis and Pafilia Property Developers for winning the Branding, Corporate Identity and Reputation Management category at the Cyprus Tourism Awards, 2019.
We are proud that our work on the brand and visual identity, website, content and marketing collateral has played a part in this wonderful success. It has been an honour to work with such visionary stakeholders on this project.
TREND REPORTING /
Our latest bespoke publishing project for client Taylor Howes - Kaleidoscope Vol 1 SS19 - a twice-yearly compendium of global trends shaping the interior design world.
ULTIMATE YACHTING LIFESTYLE /
Our brand campaign for long-standing client, Ocean Independence presents ‘Ultimate Yachting Lifestyle’. Our art direction was brought to life by fashion and lifestyle photographer, Jonathan Glynn-Smith, the images and series of short films capture a personalised, passionate and genuine experience, emphasising the company’s ethos.
LIMITED EDITION ARTWORK SERIES /
When we rebranded Ocean Independence in 2016, we spearheaded illustrative works to enrich the visual language and convey strategic brand messaging across print and digital media.
Our recent art direction and commissions include a series of limited-edition illustrations working with artist, Peter Greenwood, for International Yacht Shows worldwide. Vignettes of each location depict iconic landmarks, forming a relaxed and inviting visual narrative to create promotional standout.
LOVE AT DUSK /
Our latest project working with world-leading interior design studio, Taylor Howes, includes the creative brand, campaign naming and visual identity for Love at Dusk – their debut furniture collection. See how we brought the 14-piece capsule collection and its tale of artistry and craft to life via photography, microsite, copywriting, brochure and launch event, here.
PURSUIT EDITION 6 - ULTIMATE INSIGHTS /
Launched, our latest issue 6 of PURSUIT magazine for client, Ocean Independence. Focusing on next-generation yachting and lifestyle – ULTIMATE INSIGHT – is led by a front cover interview with Founder and CEO of Formula E, Alejandro Agag.
Inside this special edition, interviews with thought leaders from the superyacht and luxury travel industries reveal the technology and trends shaping the future, including Amels and Damen, Vitters, Nobiskrug, Heesen, OceanSky, &Beyond, Alila Hotels, Nihi Resorts and PelorusX.
ORIGINAL DIGITAL: MINTHIS /
Echoing our philosophy for the Minthis rebrand and its extraordinary architecture, we have just launched - VIEWS IN BETWEEN AND THROUGH – the second phase of the website; an online journal for their global community of homeowners and prospect clients. Creative content includes an interview with Nik Karalis, Chief Executive Officer at award-winning architect firm, Woods Bagot and cultural guide, ‘The Wanderlist’. View Journal
NEW CLIENT: TAYLOR HOWES /
Image: Taylor Howes Studio, Cheval Place, Knightsbridge
We are delighted to announce that world-leading interior design studio, Taylor Howes, has appointed One Menagerie as its brand and marketing partners.
Established in 1993 by Karen Howes and celebrating its 25th anniversary this year, the studio has redefined a new benchmark for remarkable interiors and exquisite furnishings. More than one thousand bespoke projects the world over, include: private residences, Royal palaces, landmark commercial developments, family offices, boutique hotels and spas.
“I am really enjoying our journey with Sam, Jo and the One Menagerie team. They are exceptionally talented and pro-active and it is proving to be a great partnership. We started with one project and are now working across three different companies for me. They are positioning our brand in a way that people in the industry are talking.”
Karen Howes, Founder & CEO of Taylor Howes, Founder & Chairwoman of Business of Design and CEO of The Taylor Howes Collection.