John Lewis Hotels concept • Autumn 2020

Hotel Concept

A strategic review in 2020 looked at ways to diversify and revitalise the 156-year-old beloved Partnership. Destination retail would be focused on delivering a more personalised customer experience. I pitched this extensive rebranding and refurbishment of their existing five Partner hotels. ‘Our places are now your places’. 

Photo of Lake Windermere by Jonny Gios (Unsplash) and Poole Harbour by Becky Stares (Shutterstock).



Integrate their existing trusted retail spaces within new hospitality environments, combined with a family-friendly Center Parcs style activities, interior design workshops and luxury spa facilities.

Brand Design
Brand Strategy

Website Design
and Development
UI/UX Design

Client: John Lewis & Partners / Self-generated 

John Lewis Hotels


Deliver a brand system and website to launch five exclusive hotels


Opening the doors and welcoming paying guests to their exclusive John Lewis Hotels would generate an additional source of revenue. It also presents a unique opportunity to showcase and sell John Lewis & Partners quality bedroom furniture ranges and associated products seamlessly from their 160 plus hotel rooms. Expert Partners would run free interior design workshops at each hotel to inspire further purchases. 


The Karin typeface was used to create the hotel sub-brand identities within the portfolio. A minimalist, modern and elegant vintage font with beautiful ligatures, tons of special alternative glyphs, ornaments and multilingual support. Available to purchase from Creative Market

The beautiful Gill Sans Nova typeface by George Ryan from Monotype, was the closest match to John Lewis & Partner’s branding I could source. Derived from the original work of the hugely influential British artist Eric Gill. I also used the Inline font variant to style headings. 

John Lewis Hotels
John Lewis Hotels
John Lewis Hotels

10 prototypes

designed in high-fidelity using Adobe XD and Photoshop

40 pages

designed and developed using WordPress + Elementor Pro

160 rooms

available across their five hotels + 12 self-catering cabins

4,000 ACRES

hotel grounds to explore, set in the UK's most stunning scenery

John Lewis Hotels
John Lewis Hotels

Hotel Experience Desks

Breathtaking scenery. Dedicated Partners. Unforgettable experiences.

Like their successful in-store format, each John Lewis Hotel would have a centrally located ‘experience desk’ for guests to discuss and book a wide variety of activities. These information points provide a human touch. There’s also an digital app version of the ‘desk’ installed on the iPad provided in every hotel room.

John Lewis Hotels

interior design workshops

Interior design workshops to inspire boutique hotel bedrooms

Interior design sessions that work in harmony with John Lewis & Partners new augmented reality smartphone app – allowing guests to virtually place any products from the exclusive ‘1864 Furniture Collection’ into their homes before purchasing. Seamlessly experiment with your boutique bedroom design with the in-room iPads or on your own compatible device. 

John Lewis Hotels

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