Repositioning the hotel brand to ensure 4 **** stand-out.






Leading hotel brand Mercure (part of the ACCOR Group) was looking to refurbish a number of its UK hotel portfolio, with particular emphasis on their hospitality areas, which lacked cohesion in terms of operation, appearance and expectations. EDGE was commissioned to work on four hotels within the portfolio, including the Francis Hotel in Bath.

What’s the Big Idea?

EDGE created an adaptable model, which was relevant to each local area and sympathetic to the character of each building (many of which are listed), featuring unique ‘memorable details’ on a site-by-site basis. The aim was to promote the individual quality and character of each hotel, whilst conforming to the expectations of the Mercure brand.

Return on Investment:

For the Francis Hotel, the new scheme resulted in improvements to layout; a higher-impact reception; new identities for each food offer, separate entrances to the bar and restaurant and improved wayfinding.

Mercure Wine cellar Mercure lamp shade Faux animal rug and dining area Mercure 3