Left Bank Living

Le Jardin De Verre by Locke

7 Rue Lacépède, 75005 Paris

lockeliving.com/paris

@lockeliving/paris

Call it an aparthotel. Call it a pied-à-terre. Call it home. In a district known for its independence and Bohemian spirit, Locke does city-stays differently in Paris.

Property Brand Positioning

Property Brand Narrative
Property Brand Communications

Property Brand Collateral

Locke has never been just about a place to stay. It’s a way of living, a mindset, an invitation to do more than check in and check out. So when the brand announced plans for a property in the 5th arrondissement of Paris amidst the Latin Quarter where John Locke himself exchanged ideas, it's safe to say the brand had found its spiritual and intellectual home.

Nestled within two beautifully restored 16th century mansion houses Le Jardin de Verre by Locke, Parisian grandeur meets contemporary design. The essence of Parisian lifestyle distilled into 145 apartments and an array of social spaces – an atrium bar and restaurant, coffee shop and cocktail bar, meeting and work spaces, and two serene courtyards.

Following hot on the heels of our work for Locke de Santa Joana in Lisbon, AboundStudio were re-engaged to help position Le Jardin de Verre by Locke, raising the benchmark for the brand with a compelling narrative and communication toolkit to attract a more discerning guest.

Locke meets the Latin Quarter.

L’hôtel est mort.

Choose croissants in your kitchen over crumbs in bed. Upward-facing dog over early-morning check-outs. And a little taste of Parisian living rather than tourist traps, itineraries and tours.

In the district of the French capital known as a sanctuary for free-thinking visionaries, the brand could stay true to John Locke’s enlightened philosophy. It meant, positioning Le Jardin de Verre as a place for everyone to explore Paris in a new light and peel back the layers of the French capital beyond the boutiques, brasseries and big attractions everyone else sees – to do city stays differently.

“L’hôtel est mort” acted as a key thought, challenging hotels as not the only way to stay. We took this mindset and attitude to create visual and verbal examples that shared the benefits of aparthotels and parisian living. The result is Locke’s boldest interpretation of the brand yet. Call it an aparthotel. Call it a pied-à-terre. Call it home. Whatever you want it to be, this is a new way to stay in the French capital.

Liberte, Egalite, Brasserie.

Our job was to leave the hotel clichés and tired tourism stereotypes on the Eurostar. Look to the Latin Quarter for inspiration. And dare to stand out with every word. From using bold, original statements that inspire a sense of freedom and autonomy that highlight the benefits of aparthotel living to finding a different angle that shows Locke really ‘get’ Parisian life.

By peeling back the layers of the French capital we captured Paris and Le Jardin de Verre by Locke in a new light. Day by day. Coffee by coffee. Corner by corner to inspire people to do Paris differently, and to seek out the tastes, sights and experiences that many tourists miss.

The result is a brand toolkit that gives prospective guests a little taster of what it’s like to step through their doors, how it feels to explore the Latin Quarter and why Le Jardin de Verre by Locke is the place for them.