Transforming Tsogo Sun’s latest acquisition ‘The Grace’ into a boutique destination worthy of Johannesburg’s coolest neighbourhood.
Our research revealed upwardly mobile male professionals as a key audience for the hotel. These are travellers looking to be in the heart of the action, who value unique experiences as much as luxurious surroundings. This led us to a core brand idea with a distinctly masculine sense of refinement and achievement: ‘Calibre and character’.
Tsogo Sun Group
Johannesburg, South Africa
This idea of the sophisticated urban male in elegant surroundings translated into every aspect of the brand design, from illustrations that echo the Victorian architecture, to the unique customer journey. The sense of being at the heart of Rosebank was echoed in the bold, contemporary choice of name: 54 on Bath.
54 on Bath brought a dynamic and highly motivated team together to create one of Johannesburg’s leading hotel destinations. Since launch, it has become a popular destination in Rosebank, with travellers and locals alike. Brand recognition is exceptionally strong, with guests consistently rating it the No. 1 hotel in the area.