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One-Of-A-Kind Stays

VIGNETTE COLLECTION

Crafting a global design approach to inspire a collection of one-of-a-kind hotels, each with their own unique style, character and story to tell.

Launched in August 2021, Vignette Collection, IHG’s first collection brand, is a family of one-of-a-kind properties in sought-after urban and resort locations. Each property offers the next generation of Luxury & Lifestyle travellers a place to indulge in stays that weave responsibility, community and locality together – backed by IHG’s trusted reputation.

Supporting the creative and commercial growth of Vignette Collection, AboundStudio were appointed to develop and deliver a Global Design Approach for the brand. The objective, was to translate, frame and deliver a ‘one of a kind’ design ethos for the Vignette Collection, that could flex across property types, whilst guiding and inspiring design across future properties.

There is no one-size-fits-all approach to Vignette Collection, together the hotels are known for their individuality. It means being considerate of a hotel’s existing quality and condition, whilst celebrating each for their unique story and distinct style.

The approach is designed to inspire and guide properties in crafting a cohesive design narrative, authentic to their unique hotel. With

layers of luxury, high-quality design and decadent details living in each design choice and across the guest journey. So, whether

decadent or discrete, serene or spiritual, each hotel brings alive a one-of-a-kind experience, worth sharing.

Celebrating Individuality

Adaptable Living

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Locally Led

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Human Hosts

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Small changes, Big Impact

From it’s inception voco™ was designed to layer and flex sympathetically across softer hotel touch-points – always working with, and to enhance, an existing hotel’s character. It’s meant a refreshingly easy-to-use design kit and palette of accessories, artwork and furnishings that continues to breathe a new lease of life into pipeline properties.

Discover More

With 6 hotels open and a growing pipeline of signings across the world, The Vignette Collection enhances IHG’s rapidly expanding portfolio of Luxury & Lifestyle offerings, catering to the needs of both leisure and business travelers.

A huge thank you for all the incredible work. You’ve been so wonderful to work with and we have received brilliant feedback. The work will help us enormously.

— DANIEL LINACRE, BRAND DIRECTOR, VIGNETTE COLLECTION

Project Scope

Design Review

Design Strategy

Design Approach

Design Principles

Design Pathway

Design Guidance & Playbook

Design Case Studies

Experience Vignette Collection

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