Hotel Verta is taking London luxury to a whole new level. In addition to an onsite spa, a gourmet restaurant, five star accommodations, and a can’t be beat Thameside location, this hotel is offering access to air travel from a heliport conveniently located next door to the establishment. Luxury hotelier Von Essen is known for being a little over the top, but Hotel Verta, named to be purposely similar to the word ‘Vertical’, offers a whole new brand benefit to the busy traveller.

The design of the buildings and the brand is modern with classic leanings. This can be seen first in the design of the buildings. Fluid buildings with graceful curves will mimic the movement of the river that is the closest neighbour. Designing these buildings to be functional as well as beautiful was initially a challenge, as the building is visible from all sides.

The interior décor echoes this classic yet modern feel. The basement spa will have textured walls and water features that bring the beauty of the outdoors to a subterranean space. Just above, a restaurant and bar offers gourmet, organic, and locally grown food with a view of the Thames. The courtyard features a riverside path that is accessible to the public, while public transportation via the river is currently being developed.

One key part of the brand is the modern amenities. In addition to air travel access, the hotel offers a variety of thoughtfully designed technologies to make the customer’s experience all the more pleasant. A ‘Do Not Disturb’ button next to the bed allows a customer to ask for privacy without rising from their slumber. Temperature controls are based on a touch wheel, similar to that seen on an iPod. Wireless networks are available for free throughout the hotel, allowing guests to access their lives via the internet at any time. The check-in and check-out process is currently being designed to make this step as easy and streamlined as possible

The hotel logo design used by Hotel Verta sums up the brand perfectly. A dark, modern sepia brown is the main colour, with the hotel name written in a modern font. The V and the A are both drawn to invoke the strength of the triangle, which combined with the pointy writing gives a substantial and established image to this newcomer on the London hotel scene. Marketing materials show a black and white photo of a fifties era woman standing on a helipad, tying in to the brand’s unique style along with expressing one of their key benefits. However, these details are not final by any means; a Newcastle consulting agency has been hired to complete the brand and help the management implement it from the ground up.

Will this brand attract the jet setting crowd? With easy access to travel along with a wide range of amenities, it is easy to see the upper crust embracing this new establishment. The powerful brand, which is sure to gain momentum with the team of professionals now working on the project, will also help take this new business into the future with success.