REIMAGINING OUTDOOR LIVING

Seeking our expertise in elite lifestyle; from super-prime residential to yachting, Clive Christian Furniture has commissioned One Menagerie to oversee the lifestyle concept and creative direction for a series of CGI’s to launch their new kitchen ranges. Our first piece of photorealistic artistry shows their new Garden Kitchen - inspired by yacht design - in the immersive environment of a Surrey Hills Mansion.

The Great British brand is internationally renowned for pioneering the statement kitchen over two decades ago; adding decorative opulence in the form of chandeliers, bespoke marquetry and oversized central islands – redefining a room that was previously seen as a utilitarian space. We selected Eleven to help bring our vision to life. Their exemplary work included bespoke 3D modelling; highly detailed materiality and product rendering; working closely with our Design Director, Sam Laurie, to set a new benchmark in superlative visualisation.

Our work has been featured in The Times, Country & Town House and Country Life.  

SAY LESS. SHOW MORE

The One Menagerie Experience (1MX) is founded on strategy + creativity + technology equals performance. Over the last year we put our own method to the test through an exciting investment partnership to relaunch The Luxury Channel.

Working with the LC’s founder, Fiona Sanderson, we are proud to have shaped the next ten years for the luxury industry’s original - and No 1 - multi-platform broadcaster, operating across web and social channels.

More than an online magazine, the new LC is a fully curated video channel connecting a global high-net-worth and B2B audience with the obsessions, traditions, passions, places and people that shape the world of luxury lifestyle. The soft launch is now live at www.luxurychannel.com

We are proud that our work has provided the ‘roots to grow’; from creative strategy, new visual and verbal identity, digital design and technical development, as well as a promotional Look Book. Further digital functionality for content series, personalised user experience and broadcast partnerships will be added over time.

FUTURE OPTIMISTS

Launched, issue 9 of PURSUIT magazine for longstanding client, Ocean Independence. Our original front cover artwork – SUPERTOPIA - encapsulates this special edition’s theme FUTURE OPTIMISTS with supreme impact, featuring 65M TELEX by legendary superyacht designers, Bannenberg & Rowell.  

We were thrilled to work with Rolls-Royce Motor Cars and unveil the new Coachbuild commission, Boat Tail - an extraordinary collaboration between patron and the luxury marque. In our exclusive interview ahead of the global launch with Alex Innes, Head Designer of Coachbuild, he shares his insights into a bold new chapter as the future of luxury moves towards never seen before levels of personalisation.

In this special edition, we also uncover the most important topics for this decade. From breakthroughs in sustainability to once-in-a-lifetime travel, and wellness onboard to the innovations shaping the future of design and engineering. 

Now in its sixth year, One Menagerie is responsible for all creative direction, design and executive editorial for twice-yearly PURSUIT. 

THE RED EDGE PHOTOGRAPHY SERIES

Over a decade of personal service, imaginative attention to detail, and reputation for having the “best little black books in the business” has earned luxury travel company, Red Savannah many accolades, most notably the prestigious Queen’s Award for International Trade and Enterprise.

One Menagerie was thrilled to be appointed by Red Savannah to develop a new strategic positioning to help them continue to standout in a crowded landscape. We masterminded – The Red Edge – as a bold new positioning, delivered via refreshed visual language and brand messaging on the homepage and across marketing channels. 

To inspire Red Savannah’s global elite client list and industry partners, we developed a new digital campaign – The Red Edge Photography Series. Collaborating with George Morgan-Grenville and Sarah-Leigh Shenton, we chose some of the world’s leading photographers to be recognised for their distinct and important approach to the subject or travel, and for demonstrating ‘The Red Edge’. 

The Red Edge Photography Series, including a digital exhibition of photographic works launched online, promoted through social media channels and direct marketing. Our first three interviews feature: Argentinian award-winning documentary photographer, Sebastián Suki Beláustegui; multi award-winning wildlife photographers and TV presenters, Jonathan and Angela Scott and British fashion and travel photographer, Alistair Taylor-Young. 

Read the interviews here

SOCIAL VIDEO SERIES, ZANNIER HOTELS

Art direction and word-craft to bring to life the essence of the brand strategy and verbal identity that we delivered for Zannier Hotels, earlier this year. In part of our ongoing work, we collaborated with the Zannier team and their filmmaker Oyen Rodriguez to repurpose film content from previous hotels shoots into a new 6 short video series for social media. Sharing No 2 of 6, expressing Zannier Hotels signature design philosophy and artisanal approach to everything they create.

PLACE2BE AT CHRISTMAS

We are honoured to be part of the Place2Be Christmas Carol Concert Committee this year, for their first ever virtual event on 3rd December 2020. Bringing some ‘Menagerie Magic’ to the creation of a new festive identity, we art directed and commissioned a bespoke illustration, working with children’s illustrator and artist, Natalia Shaloshvili. Reflecting some of our favourite Christmas carols through Natalia’s characterful animals, our final artwork features on the front cover of the event programme and will be popping up across the charity’s social channels.

Sophie Dahl, Keira Knightley, Damian Lewis, Ben Miller, Rhys Stephenson and Nina Sosanya are confirmed for seasonal readings during the Carol Concert, alongside Laura Wright, Joe Stilgoe and Katie Thistleton.

Place2Be supports children’s mental health. The charity works with over 600 schools, supporting a school population of 350,000 children and young people, helping them cope with a wide range and often complex social issues.

DIGITAL CRAFT

One Menagerie is delighted to have been appointed by two Great British Brands.

Over the coming months we’ll be focusing on brand positioning and digital presence for luxury travel company and recipients of the Queen's Award for Enterprise, Red Savannah, as well as FBC London - the British-made handcrafted furniture brand by designer Fiona Barratt-Campbell.

DESIGN-LED CONSTRUCTION

New visual and verbal identity, and website, for super prime residential construction company, Verve Concepts. The brief was to bring the brand closer to the leading interior designers and noteworthy architects that Verve work with and become an “inspirational marker” in the industry.  

 We defined a strategic approach and positioning with three powerful words – Design-Led Construction. The new strapline for the brand. Our new brand identity includes a precise and highly crafted bespoke bevelled cut logotype as a visual reference to our new company manifesto entitled ‘The Verve Way’.  We commissioned photographer, Justin Hast, to launch a dedicated series of photo essays for select and remarkable residential construction projects. The first in the series covers restoration of Longwall, an architectural masterpiece of the 1960’s. Read more

ONE STATEMENT CAMPAIGN

Our latest advertising campaign for client, Dartmouth Capital Advisors, to launch the latest show apartment at boutique prime residential scheme 100 Sydney Street, in London’s Chelsea.

Given the constraints during the Covid-19 lockdown, we art directed and commissioned CGI artists at The Boundary to create standout imagery that reflected our bold campaign and headline. Appealing to HNW international homebuyers and investors, our creative is running as print and digital in FT House & Home, FT How to Spend It, New York Times and The Economist.

VISUALLY INVENTIVE CAMPAIGN

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.

Find out more

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.

luxurybusinesssphere.co.uk

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.