Botanic Sanctuary Antwerp
From Neglect to Success
As a fully integrated branding and marketing agency collaborating with internationally recognised luxury and holistic health brands as well as ambitious start-ups, marketing deluxe provides valuable perspectives on development, strategy, positioning, visual identity, content and digital. So when we were tasked to help turn a listed, but sadly neglected, complex of buildings centred on a 15th-century monastery into a global emblem of luxury, our first question was: what will make this redevelopment project truly unforgettable?
‘The answer to this question is different for every project we take on, but it’s always rooted in luxury.’
We are Nominated
The Botanic Sanctuary Antwerp is on the Independent Hotel Show Amsterdam’s Best Hotel Concept shortlist and has been nominated for the New Hotel Awards’ The Public Award!
The Key to the Botanic
The Botanic gave us a rich seam to mine: a long history dating back to the 13th century; ancient buildings; a redevelopment project based on superb design, sensitive restoration and plenty of innovative spirit; and, of course, its location – in the tranquil Botanical Garden at the heart of this bustling city. The two main strands were clearly going to be the sanctuary’s history as a place of learning and healing, and the buildings’ wonderful gardens.
A Monastic Approach to Branding
As the building work on site progressed, our vision for this luxury branding project became ever more concrete. We imagined how the monks of yore had used the buildings and lived within these walls, and how they would react to our client’s 21st century upcycling.
Positioning the Botanic
Our positioning strategy was always going to be at the very highest end of the market. marketing deluxe’s extensive international network of luxury lifestyle journalists suited this 5-star superior hotel and member of Leading Hotels of the World to a tee, and so did our approach to design, social media and content. Every detail was considered in order to bring about the desired result. We knew the worth of the Botanic, now we had to tell the rest of the world.
Communicating the Brand
As a leading luxury branding agency, the core of our expertise is developing distinguishable brands built on a foundation of trust and exclusivity. We worked closely with the Botanic to devise a strategy, develop the project and the product, deliver high-quality and niche content, shape the digital landscape, and create a powerful print world. Our team of international, multilingual and multicultural professionals delivered uncompromising solutions with attention to detail. We also collaborated with premium companies to develop business partnerships for the Botanic.
And So to Success
The challenge was always going to be how to join up the niche aspect of this project, the thing that made it so utterly unforgettable, with its size (20,000sqm) and the superb facilities it would offer, including 108 rooms and suites, a state-of-the-art spa and health club, unparalleled fine dining venues, a congress centre … and a historic on-site chapel! It was a labour of love which the team tackled with supreme gusto. And successfully: the Botanic Sanctuary Antwerp is on the Independent Hotel Show Amsterdam’s Best Hotel Concept shortlist and has been nominated for the New Hotel Awards’ The Public Award!
Photocredit: ©marketing deluxe, Botanic Sanctuary Antwerp