Moving a Sheraton to Luxury Collection tier is not a rebrand. It is a renegotiation of everything a property stands for — its rate, its culture, its reason for existing at that address.

The refurbishment and repositioning were led from the inside. Two hundred employees needed to understand not just what Luxury Collection meant, but what it felt like. We ran the workshops. We wrote the standards. We stayed until the culture shifted.

The partnerships that made the address feel inevitable came from knowing the neighbourhood deeply. Rococo Chocolates. Rachel Vosper. Neill Strain. Hyde Park outside the window became the palette for everything — the rooms, the tone, the afternoon tea. Hyde Tea gave people another reason to arrive.