For more than a century, The Savoy has occupied a category of its own. London’s first purpose-built hotel, it established many of the conventions that would go on to define modern hospitality. Its history is not ornamental but active, layered with cultural stories, innovations and personalities that continue to give the brand weight and authority.

This depth, however, was not translating online. In a digital landscape dominated by polished sameness, the Savoy’s website had drifted into the familiar semiotics of the category, muting a brand known for confidence, wit and an instinctive understanding of spectacle, just as newer hotels arrived speaking fluently to younger audiences.

The objective was translate this iconic physical experience into the digital, to create a category-defining website that showed why The Savoy was truly a place of firsts.