Bringing The Marble Arch Hotel bar to life with a human touch

The Challenge
Although situated in a prime spot overlooking Oxford Street, The Marble Arch Hotel’s bar failed to draw in visitors beyond its guests. Concealed within the lobby and lacking a clear identity, it required repositioning to become a lively destination for hotel guests, locals, and visitors alike.

Key Issues

• Tucked-away location inside the hotel lobby limited visibility and footfall
• Attracted guests primarily by default rather than genuine appeal
• Lacked a distinct identity or brand personality to set it apart
• Needed to appeal to both hotel residents and external visitors in central London
• Missed opportunities to leverage the building’s rich Art Deco heritage
• Required a name and narrative that would be memorable, location-specific, and emotionally engaging

Our Approach
We developed a visual identity that blends the timeless elegance of Art Deco with a contemporary edge, incorporating design elements like menus with arched tops that subtly reference the iconic shape of the nearby Marble Arch monument. This was part of creating a cohesive brand experience that ties together all touchpoints, ensuring consistency and reinforcing the venue’s distinctive character. The bar entrance was redesigned with black walls, arched window vinyl, a new lightbox menu, and deco-inspired lighting to reflect the new identity.

To increase visibility and footfall, the hotel’s digital signage was updated to promote Archy’s as a standalone destination from when guests enter the hotel doors. Targeted messaging was rolled out to appeal to a broad and diverse audience, particularly the hotel’s large Middle Eastern guest base, with a friendly and welcoming tone whilst avoiding slang or indulgent language that might alienate non-native English speakers.

Archy became more than just a name; his character was extended into the children’s menu, giving the brand a human face and making it relatable across age groups.

The Result
Archy’s now features a striking and versatile brand identity that translates effortlessly across print, digital, and environmental touchpoints. It positions the venue as a welcoming spot to relax and recharge by day, and a lively hub to kick-start a London night out.

Key Outcomes

• Established Archy’s as a standalone destination, boosting
  both revenue and brand equity for the hotel
• Transformed the bar from a hidden space into a vibrant, characterful venue
• Created an inviting atmosphere that appeals to locals, visitors, and hotel guests alike
• Enhanced visibility and guest engagement across all brand touchpoints
• Cemented Archy’s as part of the London social scene