Wonderful rebranding of the historical Claridge’s Hotel in London.
Personally, the encounters that I’ve had with brands with a long heritage, seem very cautious in doing something that might shake the perception of the brand and it’s perfectly valid point of view.
However, the case in question is a superb example how a traditional brand can be modernised to reach new customer base without upsetting the esatblished customers.
The design is by a London agency Construct and you can read the case study from Creative Review.