Ennismore announces AIME Studios

3 min reading time

Published on 07/12/22 - Updated on 07/12/22

Gleneagles Spa

AIME Studios is Ennismore’s fully integrated creative studio that uniquely covers brand, graphics, and interior design. Its team is constituted of 30 interior and graphic designers, headed up by Charlie North and Alex Prior. Formerly known as Ennismore Design Studio, the company’s in-house specialists have designed 2,865 hotel rooms, 30 restaurants and bars, and 17 meeting and event spaces across 12 brands since 2017.

Ennismore’s integrated studio is responsible for brands including Gleneagles, The Hoxton, SO/, TRIBE and Working From_. Over the past five years, its work has won numerous prizes such as The London Design Awards in 2017, AHEAD Awards in 2018, and Dezeen Awards public vote for Hotel and Short-Stay Interior of the Year.

Its projects include:

The studio participated in the transformation of the hotel’s 232 rooms, 7 eateries, spa and wellness centre, beauty lodge, and MICE facilities. It also evolved the brand’s identity and created Gleneagles & Co, an own brand leather goods, toiletries, and fine foods line.

Gleneagles Townhouse
It designed every aspect of Gleneagles 33-key hotel in the city of Edinburgh, including identity, interiors, F&B, and amenities.

The Hoxton
AIME Studios is behind every The Hoxton property across Europe and North America. For each one, it draws inspiration from the area in which the hotel is situated.

Working From_
The studio defined the identity and spaces of Ennismore’s coworking brand.

New SO/ identity for SO/ Paris launch
AIME Studios created a new fashion-forward identity for the brand to accompany the launch of its flagship in the French capital.

TRIBE identity and TRIBE Canary Wharf London
Bright colours, bold typography, and playful iconography are part of the studio’s adaptation of the brand’s identity. For the brand’s first London property, AIME Studios imagined functional spaces with bespoke design elements and curated artwork.

The interior and graphic studios will each be overseen by Sharan Pasricha, Founder & Co-CEO of Ennismore, and Martina Luger, Global Chief Brand & Culture Officer. Charlie North, VP of Interior Design, and Alex Prior, Design Director of Graphics, will lead AIME Studios. North has over 16 years’ experience in interior design and has worked for David Collins Studio and Martin Brudnizki Design Studio. He won Hospitality Design’s “Wave of the Future” in 2019. Prior brings more than 12 years of graphic design experience to the team and will be responsible for brand concept and identity, digital design, print design, art direction, and photography and production. He established and created Ennismore’s multidisciplinary graphic design studio.

I’ve had the privilege of having an in-house design and creative team ever since I started Ennismore over 10 years ago and it’s fantastic to see AIME Studios today, playing a vital part in what sets us apart, creating authentic and inspiring hotels for both locals and international guests. Our designers have been integral to building our brands, ensuring each hotel remains true to the original brand vision. Testament to their incredible work are the multiple award nominations and wins including the likes of the Hotel Design Awards, the London Design Awards, AHEAD Awards and most recently winning the public vote for the Dezeen Awards for The Hoxton, Poblenou.

Sharan Pasricha, Founder & Co-CEO of Ennismore




  • Ennismore Europe
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