Escape to the Valley of the Deer

Glenfiddich x Hotel Cafe Royal

Art Direction – FF&E – Graphic Design – Interior Design – Print Design – Product Design – 3D Animation – 3D Visualisation

5HT were asked to design a bar for Glenfiddich, The World’s Most Awarded Single Malt Scotch Whisky, at the iconic 5-star Hotel Cafe Royal, Regent Street, and create a serene winter experience within the Green Bar – titled ‘Escape to the Valley of the Deer’.

Our unique approach of procuring all creative services in-house; from initial concept, art direction, 3D visualisation, spatial planning, interior design to bespoke FF&E, enabled us to meet an incredibly tight project deadline without sacrificing quality. This underlies our company ethos that good design traverses all creative services.

Glenfiddich x Hotel Cafe Royal

Art Direction – FF&E – Graphic Design – Interior Design – Print Design – Product Design – 3D Animation – 3D Visualisation

5HT were asked to design a bar for Glenfiddich, The World’s Most Awarded Single Malt Scotch Whisky, at the iconic 5-star Hotel Cafe Royal, Regent Street, and create a serene winter experience within the Green Bar – titled ‘Escape to the Valley of the Deer’. 

Our unique approach of procuring all creative services in-house; from initial concept, art direction, 3D visualisation, spatial planning, interior design to bespoke FF&E, enabled us to meet an incredibly tight project deadline without sacrificing quality. This underlies our studio ethos that good design traverses all creative services.

The design transports guests from Piccadilly to Hotel Café Royal’s Green Bar through an illuminated mirrored valley portal. Through floral styling by the esteemed Mary Lennox studio, the bar is brought to life through stunning preserved grass and floral arrangements bursting with energy, juxtaposed against the stark metallic and stone interior and abstracted brass antlers representing Glenfiddich’s iconic Stag logo. The scenic and picturesque escape continues on the terrace, with an opulent, bespoke heated seating area, creating a cosy stop for a sip of whisky.

“Working with 5HT was an absolute pleasure. Their attention to detail from concept through to execution was exceptional. This combined with their extremely creative approach led to the great success of the Glenfiddich Valley of the deer activation.”

Sam O’Leary – Business Account Manager – Meta Luxury On Trade U.K., William Grant & Sons

The design transports guests from Piccadilly to Hotel Café Royal’s Green Bar through an illuminated mirrored valley portal. Through floral styling by the esteemed Mary Lennox studio, the bar is brought to life through stunning preserved grass and floral arrangements bursting with energy, juxtaposed against the stark metallic and stone interior and abstracted brass antlers representing Glenfiddich’s iconic Stag logo. The scenic and picturesque escape continues on the terrace, with an opulent, bespoke heated seating area, creating a cosy stop for a sip of whisky.

The design transports guests from Piccadilly to Hotel Café Royal’s Green Bar through an illuminated mirrored valley portal. Through floral styling by the esteemed Mary Lennox studio, the bar is brought to life through stunning preserved grass and floral arrangements bursting with energy, juxtaposed against the stark metallic and stone interior and abstracted brass antlers representing Glenfiddich’s iconic Stag logo. The scenic and picturesque escape continues on the terrace, with an opulent, bespoke heated seating area, creating a cosy stop for a sip of whisky.

3D Visualisation as Part of the Design Process

3D visualisation was of key importance in the project. Due to global logistics issues, physical samples of the proposed furniture and fabrics were not readily available. We presented several photorealistic 3D visuals of the interior and exterior spaces, with the full furniture and fabric schemes being incorporated in the visuals.

Green Bar

3D showreel

Obsessed about Detail

To create the 3D visuals, we first started by building a millimetre accurate 3D model of the interior and exterior spaces. Then by utilising key photographic principles and drawing upon our in-depth CGI skillset, we were able to capture every minute detail of the proposed design elements, effectively giving the client a one-to-one snapshot into the future.

A Full Service Approach

5HT were also asked to create custom menus for the venue. Inspired by the Cairngorms, and drawing upon our branding expertise, we abstracted the Valley of the Deer concept into an impressive digital surrealist landscape. The entrance doors of the Green Bar were recreated in 3D and incorporated into the menu design along with 3D recreations of the Glenfiddich whisky dessert pairings taking centre stage.

Collaborating with Exceptional Artists

Working closely with the Hotel Café Royal’s award-winning Head Pastry Chef, Michael Kwan, 5HT created bespoke food-safe 3D printed whisky dessert pairing plinths to reflect the unique elements of each pairing. 

The floral styling of the Valley of the Deer concept was brought to life by 5HT’s collaboration with Mary Lennox Studio.