Cirkel Residences is an innovative premium hospitality offering in exclusive areas in prime visitor destinations.

The group launched in London offering apartments in the sought-after districts of Kings Cross and Shoreditch. These neighbourhoods are in demand by visitors, attracted by the nearby multinational headquarters, academic institutions and tourist attractions. 

Within these “cirkels”, Cirkel guests reside in “destination buildings” – local apartment buildings that attract visitor interest for architectural quality.

A very high level of service  

The group behind Cikel recruited Stepworks to support the brand launch. 

A challenge for the brand building was to present the premium, highly-serviced accommodation in a vibrant modern way.

The brand building team developed a friendly, contemporary brand language that positioned the offering as exclusive yet approachable. 

Guests in any superbly appointed Cirkel apartment can scale between fully-catered and DIY lifestyles. This approach engages the target demographic, which includes celebrities in media, sports and business, and affluent students.

A premium offering deserves a premium approach

A brand strategy was developed from the idea that people who live in exceptional homes are often eager to invite visitors. This idea was expressed in the positioning line Come around to my place, which also connects with “circle”.

The brand identity included a web design component, with copywriting and coding. The logo design and other brand building components support the Cirkel concept – and its outperforming occupancy rate and growth strategy.

 

See all news