Orient Express Spa

Brand Strategy

‘To be regarded as the most luxurious spa retreat where ancient healing philosophies seamlessly partner with indulgent opulence.’

Lindsay aligned the master brand and brand history of the Ottoman times to create a unique brand identity. Designing a brand that was ‘intriguing, mystical, and opulent, bringing guests on a timeless journey honouring past traditions, inspiring the present, and paving new paths to the unknown.’

Brand Programming

and Spa Guidelines

Lindsay’s goal was to find a key partner for Orient Express, which we did through an evaluation and audit process. Finding alignment with Guerlain, together we worked towards a co-branded partnership which embodied both brand values; bespoke programming, treatment offers, retail opportunities, and a co-branded narrative. We also developed Spa Guidelines for stand-alone models, only using the Orient Express Spa programming. 

Design

Guidelines

Supporting the conception of the design guidelines specific to Orient Express Spa's new and existing projects, Lindsay managed the creation of one key design concept for Orient Express spa, which would be consistent throughout each new spa; The Orient Express Beauty Coach in partnership with Guerlain. Lindsay created a space that resembled the train cabin – individual beauty cabins designed for express beauty treatments and hair/salon services. Lindsay's full Design & Technical Specifications document supported this along with 3D inspirations, layout suggestions, lighting, materials, ID and drawings.