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Studio Spotlight
AIME Studios – Creative
AIME Studios brings together graphic and interior designers who bring Ennismore’s hospitality brands to life. We caught up with Alex Prior and Lloyd Parker from the creative team to talk creativity, collaboration and what goes into creating work that guests genuinely connect with
Alex Prior, VP of Design:
For those meeting AIME Studios for the first time, who are you?
Alex, VP of Design. I’ve been at Ennismore for around 12 years and mainly oversee the Creative team across branding, campaigns, openings and creative direction across the portfolio. A lot of my role now is helping shape how our brands evolve creatively, while making sure the work is actually deliverable and useful operationally – a balance between ambition and reality in hospitality.
What role does AIME play within Ennismore?
AIME is one of four studios within Ennismore and is the in-house creative studio. We work across Interior and Graphic Design, helping shape brands from early concept all the way through to launch and the day-to-day guest experience. We’re involved in everything from naming and brand identity to uniforms, signage, campaigns, menus, websites, packaging, photography direction and operational touch points. We’re not just making things look nice. A lot of the role is defining what makes each brand distinct and making sure that stays consistent as the brands scale globally.
What kind of projects does the studio work on?
Almost everything. One day we’ll be developing a completely new hotel brand from scratch, the next refining room collateral for an existing property or art directing a campaign shoot. Because we sit internally, we touch every part of the guest experience. Sometimes it’s the big visible stuff like a brand identity, and sometimes it’s tiny details guests barely notice consciously, but would notice if they were done badly. That range is probably what keeps it interesting.
What’s the biggest advantage of having an in-house creative studio?
Context. We understand the brands beyond a single project. We know the operational realities, the personalities behind the brands, what’s worked before, what hasn’t and where things are trying to go long term. That means decisions can happen faster and with more confidence because teams aren’t constantly re-explaining the background every time something new starts. Hospitality also changes constantly, having an internal team means brands can evolve continuously rather than only when there’s a big rebrand moment.ch
What makes a hospitality brand instantly recognisable?
Consistency of feeling more than consistency of visuals. The strongest brands aren’t recognisable because they always use the same font or colour. They’re recognisable because every touchpoint carries the same attitude and personality. You should be able to walk into a space, read a piece of copy or see a campaign image and instinctively feel which brand it belongs to without needing to see the logo.
Creative Projects
Lloyd Parker – Design Director:
Can you describe a typical day at AIME?
Extremely varied and very busy. We work across such a broad spectrum of projects, from the smallest menu updates through to large brand identities, so no one day is the same.
What’s the proudest studio moment so far?
The Hoxton turning 20. There were only a few hotels when I first joined, and now it has a global footprint, it still feels authentic and itself throughout it’s expansion it hasn’t lost its roots, and I think that’s something to be very proud of.
What’s the most unexpected thing you’ve ever had to design?
Blank, the amenity range at The Hoxton. Not only did we create the brand, but we developed the smell and the product itself. We worked with a company on everything from the formula and scent through to the branding. As a graphic designer, it’s rare that you get to create the product as well as the brand.
How does working in hospitality differ from other design sectors?
Hospitality brands have to live in the real world in a much bigger way. A fashion campaign might exist for a season. A hotel brand has to work across interiors, websites, social, uniforms, signage, guest communications, operations and physical spaces for many years. You’re designing for an actual experience people move through emotionally and physically, not just something visual. There’s also a balance in hospitality where things need to feel aspirational without feeling intimidating.
Why do people stay at AIME?
Our team members have been with AIME for an average of more than seven years, which speaks to the kind of studio we’ve built. There’s a real sense of collaboration, where everyone is encouraged to contribute, share ideas and learn from each other, regardless of role or seniority. It’s a supportive, ego-free environment, with talented people who genuinely enjoy creating together – and celebrating each other’s successes along the way.
As Ennismore continues to grow across new markets, the work of AIME Studios remains central to shaping brands and spaces that are both globally recognised and deeply connected to their local context. Stay tuned as we continue our spotlight series, introducing more of the talented teams behind Ennismore’s vision.
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