Luxury Branding was asked to help define and launch a hotel management company for a loose affiliation of properties owned by the Sultan of Brunei consisting of The Dorchester in London, le Plaza Athenée and le Meurice in Paris, Hotel Principe di Savoia in Milan and the Beverly Hills Hotel in LA. I carried out a full competitor brand review and internal communications audit for Piers Schmidt of Luxury Branding before assisting in a series of workshops to define the attributes and values common to each of the five hotels. To reflect the history and individuality of each property whilst suggesting an underlying commonality, the term ‘Collection’ was eventually deployed and the Dorchester Collection has since grown to include four additional properties in London, L.A, NYC and Ascot in the UK.