Radisson RED Hotel, Twickenham (Allianz) Stadium

Services | Hotel Strategic Positioning, Naming, Branding & Interior Design

DLSM Studio (formerly DesignLSM) were appointed to transform the iconic Allianz Stadium in Twickenham into a Radisson RED branded hotel. We strategically explored opportunities for the hotel's front of house space to create an all-year-round, commercially successful proposition that appeals to staying guests and stadium visitors, whilst also delivering an attractive destination that enriches the lives of local residents and the wider community.

Alongside the strategic positioning of the overall hotel, our team delivered a new interior design for the whole property, as well as naming and branding of the new restaurant concept ‘The Huddle’.

A Strategic Immersion

Market research

We carried out an in-depth review of the surrounding areas, nearest transport links, the history of the location and the competitive landscape, identifying the potential gaps in the local hospitality scene.

SWOT analysis

We compiled a SWOT analysis to identify the commercial opportunities and constraints of the offering. This identified a clear strategy in the areas of the hotel that needed to be developed to create a stronger proposition.

Target demographic

By identifying the various target guest’s, such as stadium visitors, corporate hotel guests, local residents etc, we developed an in-depth understanding of their values and desires to ensure that the proposition met their needs.

Building the story

Curating an authentic story behind a proposition is fundamental to curating a memorable, immersive guest experience.

By delving into the local culture, the history and spirit of the RFU (Rugby Football Union) and DNA of the brand, we crafted a rich design narrative that unearths the true personality of Radisson RED through layered storytelling.

Brand positioning

With a view to identify the brand’s positioning, we first worked to understand the personality behind the brand - what Radisson RED is, and what it is not. From here we established the hotel’s core values - to relax, celebrate, gather and collaborate. Extensive research into other stadium hotel offerings allowed us to create a unique proposition for the iconic stadium location.

Community activation

In order to bring the proposition’s ‘community-driven’ strategy to life, we established a range of activations for The Huddle restaurant and hotel public areas which would encourage the local residents to use the hotel as a place to meet all-year-round. From creative workshops and charity days, to mid-week restaurant promotions, the intention was to create a destination that would benefit the wider community.