Most hotels want you to spend time in them. But for millennial travellers, the priority is to get out and experience the city. Assembly is a new hotel brand from Criterion Capital, designed to inspire people to make the most out of their trip.

Branding agency Ragged Edge partnered with Criterion to define a proposition aimed at young urban travellers, and bring it to life across every touchpoint, from identity right through to the customer experience. The first Assembly hotel opened last month on Charing Cross Road.

A Single-Minded Focus

In today’s ultra-competitive hotel market, affordable hotel chains must achieve 97% occupancy to succeed. This drives many of them to try to be all things to all people. Criterion saw the market differently, aiming to deliver a compelling offer for a specific audience of experience-hungry travellers with distinctive wants and needs.

Out went mini bars, towelling robes and tvs, in favour of the things that really matter. Best in class beds, showers, sound-proofing and wi-fi. And most importantly, a unmatched location to go and explore the city.

Get Up and Go

“Young travellers don’t come to the West End to hang out in a hotel room” says Max Ottignon, Ragged Edge Co-founder. “So we set out to fuel their sense of adventure. The brand idea – Get Up and Go – reflects Assembly’s disruptive approach, and informed every element of the offer, from identity through to customer service.”