The best hospitality brands are shared either by conversation or social media. Felix&Friends strategise and design for that retelling. We find the character within a hotel, restaurant or club that creates moments for people, building shared stories and recommendations that define experiences that stay with people and give them something worth repeating.

Hospitality has become the most coveted territory in luxury. Fashion houses run beach clubs and hotel groups sell skincare through Harrods. In a market this crowded, a beautiful room is only the starting point. Felix&Friends helps hotels, restaurants and members’ clubs find the idea that is theirs alone, and build a brand guests return to by choice.

By the time a guest enters a hotel, a restaurant, bar or a club, they already have a predetermined opinion about the space and the experience. It was shaped by the brand, narrative or website, social media, or more increasingly an AI citation from a question posed or ideally, a human recommendation. The space then needs to confirm that the promise is true.

Hospitality brands that thrive understand this sequence. They treat every encounter before arrival as part of the stay, from the first brand discovery, the online and booking experience to the consistent communication and narrative standards, building experiences in excellence the guest will remember.

Our work in hotels, restaurants, bars and members' clubs is built around these central ideas: that the brand continues to earn its value in all of these positive and brand affirming moments.

Luxury hotel thinking and spending is moving towards experience. The Altagamma-Bain mid-year update for 2026 expects experiential luxury, led by hotels and fine dining, to grow by around 4 per cent this year, ahead of personal luxury goods. Hotel brands are responding by stretching well beyond the hotel suite. In Hotels Becoming Lifestyles, we traced how Aman sells skincare through Harrods, how its sibling Janu carries a deliberately different emotional register, and how fashion houses now take seasonal residencies at resort beach clubs. Residences, retail, wellness and partnerships have become part of what a hotel brand is expected to be.

The opportunity is considerable. A guest who loves a hotel can now take part of it home, return to it every year or own a home within its grounds with each of those desires a revenue stream. Branded residences alone command an average premium of about 30 per cent over comparable homes, according to Knight Frank’s ongoing research.VAR Capital website is organised around those five journeys, so each visitor finds language written for their own personal situation. It signals self-awareness and openness, two qualities HNW and UHNW clients often value and rarely see stated.

Each extension is also a new market and a new service promise, and each raises the same question: does it draw equity from the parent brand or quietly spend it? The extensions that succeed can be traced to a real experience of the core brand.

This is where Felix&Friends is most useful to operators. We begin with brand architecture, setting out what each new venture inherits from the parent and what it is free to invent, partner or pioneer, so that every expansion strengthens the core. We have delivered success inside a single members club, giving The Restaurant and Bison Bar at Home House entirely different characters within one family. With a resort lifestyle, launching One&Only Private Homes at Le Saint Géran we crafted the ownership to feel like a natural extension of a stay. Our naming, identity and narrative work then gives each extension a voice of its own and our digital strategy carries this message to new audiences.

For operators, the benefit is clarity: a clear view of which extensions are credible, how each should look and sound and how each one adds value to the brand that made it possible.

Some of the most valuable brand work in hospitality happens one level down. A restaurant inside a hotel, a bar inside a club, a spa, a beach club or a residential wing can each become a destination in its own right, drawing local custom, press attention and revenue that the parent brand alone could never reach.

The challenge is in the calibration between the parent brand and the sub-brand within. Too much independence and the parent loses coherence; or holding it too tightly and it never develops the personality that draws its own audience.

When Home House relaunched its Bison Bar with a dramatic new interior by Martin Kemp Design, inside a Grade I listed building designed by James Wyatt, the bar needed energy and edge without leaving the Home House family. The bar was described to Felix&Frends as a speakeasy within Home House, a space that was open quite late for members. This guided how we approached the design, making typography the hero, set against torn street posters, art and graffiti and developed it in direct conversation with the interior team and client. Bison Bar inherits Home House's confidence while pushing away its Georgian restraint, and that is precisely why members seek it out. Two brands, two different registers within one club.

Our understanding of clubs and hotels extends to the people who furnish them. Ateliers London makes bespoke furniture for The Arts Club Mayfair, Soho House, The Conduit, The Hoxton in London and Paris and The Sanders in Copenhagen. Its range is unusually wide, moving from spare contemporary pieces to richly upholstered classics and a bold brand that gave a broad portfolio a single, recognisable signature.

We built their brand confident enough to let each style speak in its own voice, held together by typography, layout and tone. The identity is bolder and more dynamic to find its place and voice in the sector, with their editorial website modelled on the great interiors magazines, presenting each collection or individual furniture piece in the setting it was designed for.

Interior designers can browse by style, product or project, so the brand, the product and the service arrive as one considered experience. It also gives Ateliers London room to show the finer points of its craftsmanship, the details that members may never consciously notice but always feel.