ROCKWELL COCKTAIL BAR & LOUNGE

HOTEL & RESTAURANT MARKETING SPECIALISTS

A MODERN REIMAGINING OF LONDON’S HIDDEN GARDEN

Following a successful partnership on the repositioning of The Trafalgar St. James hotel, we were approached to conceptualise and launch a new cocktail bar on the edge of Trafalgar Square. The objective: to create a destination bar that would stand out in a saturated London scene — one that would draw both hotel guests and local tastemakers, while feeling deeply rooted in its iconic location.

THE INSIGHT

The bar’s location, Spring Gardens, is more than just a street name. In the 16th and 17th centuries, this site was home to one of London’s first pleasure gardens — a lush, whimsical space filled with greenery, decorative fountains, and hidden water jets that soaked unsuspecting guests. It was a place of mischief, indulgence, and sensory delight — a forgotten chapter of London’s history hidden in plain sight. This became the soul of the concept.

OUR APPROACH

We developed Rockwell as a contemporary interpretation of the original Spring Gardens — a surreal, botanical escape in the heart of the city. From naming and brand identity to interior consultation, digital presence, and social media strategy, this was a holistic, end-to-end project.

Our scope included:

  • Naming + Brand Identity
    A bold, character-driven brand that felt both elegant and playful — with a visual language built around lush botanicals, eccentric detailing, and saturated tones.

  • Creative Direction + Art Direction
    Photography and brand visuals that embraced surreal still-life, theatrical lighting, and layered textures to evoke the feeling of stepping into a dreamlike indoor garden.

  • Digital + Social Strategy
    A website and digital presence that mirrored the in-bar experience — immersive, stylish, and intuitive — with a social content plan designed to build intrigue and visual cohesion across channels.

  • Interior Design Consultation
    We worked alongside the interior designers to ensure the physical space aligned with the brand concept, advising on everything from color palette to material finishes and decorative storytelling.

Rockwell opened as a transportive cocktail destination that captures the spirit of its historical roots while feeling unmistakably modern. The venue has been featured in leading design and hospitality publications, and continues to serve as a key draw for both hotel guests and Londoners alike.

A space that reinvents a forgotten garden — and invites guests to get a little lost.

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