Pre-theatre drinks. Post-show decompression. Late-night conversations that start at the bar and end much later than planned. Sound Bar sits at the centre of The Cumberland Hotel, but it was at risk of feeling like just another hotel bar in a city full of noise. With London nightlife more competitive than ever, it needed a clearer reason to exist - something guests would recognise, return to and recommend without thinking twice.
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Working closely with the marketing and operation team at The Cumberland hotel, we shaped Sound into the vibrant heart of the hotel. Rooted in the circular bar at its centre, the identity takes its cue from rhythm, vinyl, bar interior, glassware - a system built around movement and social energy. One idea now runs through everything, from menus, photography and digital touchpoints. Confident without being precious, expressive without shouting. A bar with its own rhythm, and a brand built to hold atmosphere.