The Palace, a Luxury Collection Hotel, Madrid
Brand Strategy & Design
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The Challenge of Grandeur
Archer Hotel Capital commissioned our team to help revive one of Spain’s most iconic grand hotels. The challenge was to create a brand platform that would elevate the guest experience, honour the hotel’s legendary past, and deliver a luxurious, cohesive offering across a property of significant scale—positioning it for a new generation of global travellers.
From Past to Platform
Through in-depth research into the hotel’s rich history and cultural legacy, we developed a brand narrative that became the creative foundation for partners across disciplines—including interior designers Lázaro Rosa-Violán and others—ensuring a consistent and inspired transformation at every touchpoint.
A Grand Stage in Madrid’s Cultural Heart
Set within Madrid’s UNESCO-listed Landscape of Light, The Palace Madrid sits at the heart of the Golden Triangle of Art—steps from the Prado, Reina Sofía, and Thyssen-Bornemisza museums. Surrounded by the Neptune Fountain, Retiro Park, and the historic Barrio de las Letras, once home to Spain’s great literary figures, the hotel is uniquely embedded in the city’s artistic and intellectual legacy.
Where the Glitterati and the Literati Mingled
Commissioned by King Alfonso XIII, The Palace was Spain’s first true luxury hotel and one of the first in the world to offer private bathrooms and in-room telephones— a benchmark for innovative hospitality. Its Belle Époque grandeur and exceptional service attracted royalty, Hollywood stars, and intellectuals alike. Guests such as Salvador Dalí, Ernest Hemingway, Pablo Picasso, Albert Einstein, Rita Hayworth, or the Clintons, to name just a few, have all walked its halls and dined beneath its iconic stained-glass dome.
Reviving the Legend
Repositioning an institution with such legacy and scale posed a complex challenge. Despite its iconic status, The Palace had, in recent years, faded from the spotlight. The transition from a Westin to The Luxury Collection was not just a brand shift—it was a critical chance to restore the splendour of the hotel and for us to create a brand platform that would elevate the experience, unify operations, and captivate a new audience. Given the scale of the hotel and the need to differentiate from competitors, we saw an opportunity to introduce a more inclusive, contemporary version of luxury that welcomes every guest to “live the dream” of The Palace.
The Night at the Opera
Our team developed a narrative rooted in the idea of theatrical elegance—positioning the hotel as a glamorous stage where heritage is celebrated through a contemporary experience. Working closely with the project owners and acclaimed designer Lázaro Rosa-Violán, the narrative imprinted a strong creative vision, guiding the design of the interiors and the development of the guest experience.
Every touchpoint—interior design, cultural programming, and F&B concepts—was reimagined through a theatrical lens, with the hotel as the stage, its staff and guests as part of an unfolding performance.
Opera & Brunch
One example of the narrative coming to life is the Opera & Brunch activation—an immersive guest experience inspired directly by our storytelling framework. A reinterpreted traditional Sunday brunch, the experience combines live operatic performances, evocative staging, and refined dining to celebrate the hotel’s theatrical spirit. This activation not only celebrates the hotel's heritage but demonstrates how our approach to branding can shape memorable, multidimensional experiences that elevate the hotel's positioning.
The Masterpiece Unveiled
The relaunch of The Palace Madrid has reignited its status as one of Europe’s great grand dames—drawing significant attention from Forbes, Vogue, the Financial Times, and many leading hospitality publications. Our storytelling approach inspired and aligned the work of interior designers, F&B consultants, and operational teams, ensuring a cohesive and compelling transformation. More than a rebranding, this was a revival: a restoration of its innovative spirit and theatrical elegance.
