Following the recent launch of the Iconic Hotels & Resorts collection, L+R brought the brand to life with a showcase event at Strand Palace Hotel last month.
Designed to introduce the newly unified portfolio to the market, the event welcomed a mix of event agencies, corporate clients and leisure partners for an immersive evening experience. Rather than a traditional presentation, guests were invited to explore the collection through a series of curated spaces, each representing a different hotel and destination within the portfolio.
The concept reflected the breadth of the collection, spanning UK country house properties through to international resorts, and highlighted how the new Iconic brand brings these diverse assets together under one platform. Food and drink played a central role in the storytelling, with signature dishes and cocktails inspired by properties including Cliveden House & Spa, Chewton Glen Hotel & Spa and Nobu Hotel London Portman Square, giving guests a tangible sense of each destination.
West End performers brought the room to life across the evening, and CEO Cody Bradshaw delivered a toast that set the tone for what lies ahead for the collection.
Meanwhile, event space itself showcased the recent refurbishment at Strand Palace, reinforcing its positioning within the collection.
The evening marked a key moment for the brand following its official launch, demonstrating how the Iconic Hotels & Resorts Collection is positioning itself as a connected, flexible offering for planners, with a single point of access to a growing portfolio across the UK and Europe.
Group COO Joe Pettigrew said: “The thing that stuck with me most was watching partners who have placed business with our hotels for years realise that all these properties are connected. That one conversation with Iconic opens the door to an entire portfolio. Country houses to city flagships. Boutique to large scale. UK to Europe and growing.”