The Convent Is Calling

LOCKE DE SANTA JOANA

Founded in 2016, Locke set out to do things differently. Locke isn’t like other hotels because it isn’t a hotel. More space than a hotel. More style than a serviced apartment. Where you can eat, sleep and unwind in your own, beautifully designed space. Whether in London or Edinburgh, Dublin or Munich, you’ll recognise a certain Locke take on things, ensuring each stay is unique.

Locke De Santa Joana is Locke’s biggest property to date; With more apartments than any other Locke, plus social and living spaces, a museum and a tranquil courtyard pool, multiple eateries and events spaces it is living proof that big is beautiful. Turn up the sights; turn down for bed. Explore the old while celebrating the new – all set within a stunning 17th century convent.

AboundStudio were engaged to help position the property within the local and global market and to shape a compelling brand narrative that talks to a likeminded guest. The result is a bold and beautiful playbook that celebrates the laidback Lisbon lifestyle, whilst offering space to slowdown in a lovingly restored convent inspired by the brands locally-led design philosophy.

Lisbon like a local.

Our convent, your casa.

This is Locke. On the rocks. With a twist. Roam from city to sanctuary in just a few steps. Melt from work to relaxation and back again. Wander from your apartment to the courtyard, without even slipping on your shoes. And experience Lisbon like never before.

We began by immersing ourselves in the cultural character of the neighbourhood and the property’s architectural past. Located in the city’s vibrant centre, a stone’s throw from the iconic boulevard, Avenida da Liberdade, this is a hotspot for culture and cuisine. The design concept by Lázaro Rosa-Violán, drawing upon the convent’s layered past to retell a design story that bridges time and place: from monastic calm to modern energy.

Inspired by the convent’s story, vibrant neighborhood and Santa Joana herself – a Portuguese royal turned monastic figure renowned for her strength and independence, we shaped an equally soulful narrative. Positioning the property as an urban resort, we brought Locke’s unique approach to hospitality to life with a local Lisbon accent.

What if you could have a city break and sunshine at the same time? The comfort of a hotel with the space of an apartment? The style and quality of Locke with even more story, more soul, more life? This is your place – in the heart of Lisbon.

City break meets sunlounger.

Going far beyond the check-in, we created a flexible framework and themes that could inspire content creation across the guest journey. From social stories to website features, we explored visual and verbal examples to inspire, plan and deliver communications that would feel as unique as the property itself.

The toolkit was carefully crafted to resonate with the target guest and highlight Locke de Santa Joana’s unique characteristics. From the daring delights of Nuno Mendes to the soulful sounds of Spiritland, the array of social spaces to the tranquility of courtyard cocktails.