SURRENNE

REDEFINING LUXURY WELLNESS. Distilling the essence of the Maybourne masterbrand into a groundbreaking wellness concept.

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THE INSIGHT

Building on our creative partnership with Maybourne we introduced Surrenne—an innovative wellness concept at the group’s latest London property, The Emory.

Traditional luxury wellness often neglects holistic well-being in favour of surface-level indulgence. We collaborated with Maybourne and wellness expert Inge Theron to redefine this by offering something entirely new to Maybourne's ultra-luxury guests, focusing on progress and prevention rather than short-term fixes or simple relaxation.

Our strategic and creative work for Surrenne encompassed everything from positioning and brand architecture to visual and verbal identity. Full touchpoint creation across physical and digital spaces included product packaging, spatial design and digital platforms.

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THE IDEA

Surrenne combines ancient rituals with modern technology, and we sought to explore these worlds of wonder in our strategic positioning. In a category flooded with blues and greens, we took a subversive approach to core brand design, delving below the Earth’s surface to draw inspiration and energy from its molten core. This creative concept is threaded throughout but can be seen clearly in our colour palette with its fiery reds, earthy oranges and warm yellows—symbolising the heat and transformative energy of the earth and the spa.

Tapping into all the senses we also created a bespoke fragrance, Magma, to evoke the memory of fire and warmth, resulting in an olfactory experience that’s further complimented by our art direction and imagery that leverages both traditional and AI techniques. Neuroscientist-devised AI soundscapes combine nature and technology to lull guests into a deeper spiritual focus or rest state.

Surrenne is a wellness club that defines a new category of holistic rejuvenation—offering transformative experiences that extend far beyond the treatment room. An immersive subterranean experience—where light, sound, scent, materials and colour converge to truly transform your state and enable real longevity.

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THE IMPACT

Surrenne launched to instant success, reaching its full membership capacity shortly after opening and featured in some of the world’s most prestigious publications, including Vogue, Condé Nast Traveler and the Financial Times. This acclaim reaffirms that the brand’s influence transcends the typical hotel spa experience, authentically reflecting Maybourne’s values of excellence, innovation, and an unparalleled commitment to guest experience.

"No wonder the 0.01 per cent are queuing like gold-panners for a membership." — Conde Nast Traveller.

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"Surrenne is a beautiful new space that is about prevention, it's functional medicine, at its best, you can actually come to a place, go for a Tracy Anderson class, but also get your blood work done…we really are on the front line with wellness advancements, which means that you can take your own well being into your own hands."
— Inge Theron, Maybourne Wellness Consultant

Read an exclusive interview with Inge Theron on the future of wellness here.

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