Wayfinding with Warmth and Elegance
The Swan at Lavenham Hotel & Spa - UK
What success did we aim to create?
We set out to design an intuitive and aesthetically sympathetic signage system that would seamlessly connect the historic Swan Hotel with the newly developed Weavers House Spa. Our goal was to improve the customer journey, enhance brand experience, and drive increased footfall to the spa from both hotel guests and external visitors.
How did we create the success?
As a retail design agency with expertise in heritage-sensitive environments, we developed a signage strategy that blended storytelling with functionality.
Key actions included:
- Creating dual-style signage: Calligraphic designs were applied directly to walls in the hotel to match the fifteenth-century setting, while modern materials such as timber, metal, and vinyl were used in the spa to reflect contemporary luxury
- Designing for seamless navigation: We mapped the entire customer route to ensure signage enhanced flow without dominating the space
- Supporting retail marketing strategy: We incorporated visual merchandising and point-of-sale fixture design to elevate the spa shop and encourage product engagement
Our approach respected the building’s heritage while subtly guiding visitors and reinforcing a premium brand experience.
What were the results?
- Enhanced navigation led to improved guest satisfaction and ease of movement between hotel and spa
- The signage encouraged increased visits to the spa by hotel guests and local visitors
- The new design language helped the Weavers House Spa establish itself as a standalone destination within the wider hospitality offer
