- Danielle Wightman-Stone |
British fashion and lifestyle brand Joules has partnered with Another Place, The Lake to design a new hotel suite as a continuation of the brands’ recent partnership.
The new Joules suite, a first for both brands, has been exclusively designed by the British lifestyle brand and aims to give guests the opportunity to experience the “outdoors from within” as Joules’ art director Hannah Coates was inspired by nature and the landscape of the Lake District.
The spacious suite spans over 50 square feet and offers views over Ullswater and the surrounding fells, and features colourful Joules additions, including a sofa and armchair, bedding, kitchenware, flasks and a radio. In addition, the walls and soft furnishings have been finished with a palette of greens, soft grey and striking flashes of mustard yellow, incorporating the bold use of colour that Joules is known for.
Will Ashworth, chief executive of Another Place, The Lake said in a press release: “Following our opening just over 18 months ago, we continue to invest in and refine our guest experience – never sitting still. This project, as part of our ongoing collaboration with Joules, is a great example of the constant innovation we strive for and a great example of two like-minded brands working together. We hope that our guests enjoy this distinctive new space, as much as we’ve enjoyed creating it.”
Claire Tait, head of marketing at Joules added: “We’re thrilled to have launched the very first Joules suite through our partnership with the team at Another Place, The Lake – a brand which fits so naturally with our own. Inspired by the beauty of the surrounding area, it brings together a wide range of Joules products that we’re really proud of and are excited for people to experience. The suite embodies everything the Joules brand is about: time together, relaxing with loved ones and making memories. We can’t wait to welcome its first guests.”
Another Place, The Lake, which is set within 18 acres of secluded, unspoilt parkland right on the shores of Ullswater, is the first hotel from Another Place, a new evolving hotel collection from the team behind Cornwall’s Watergate Bay Hotel that has a long-standing relationship with Joules, which began back in 2009.
This is the first project with the Another Place team, which will also see Joules provide uniform and unique brand touches throughout the hotel for guests to use, including wellies and dog beds.
This follows Joules’ collaboration with online holiday booking company holidaycottages.co.uk, where it has added its “signature style” across 20 holiday cottages across the UK, featuring the retailer’s bedding, cushions, crockery, kitchen textiles, and sofas.
Images: courtesy of Joules