A commercial interior and branding project commissioned by Ascot Signs to document the internal wayfinding and external signage installed throughout The Hoxton hotel. The project focused on capturing the integration of signage within the wider architectural and guest experience of the space.
The campaign was built around showcasing signage as part of the overall identity and atmosphere of the hotel rather than simply functional design elements. The focus was on documenting how the wayfinding system and branding interacted naturally with the interior spaces, materials, and flow of the environment.
The goal was to create imagery that highlighted both the craftsmanship of the signage and its role within the guest experience, blending architectural storytelling with clean commercial documentation.
Visually, the shoot leaned into a refined and detail-driven approach, using natural interior light, balanced compositions, and environmental context to showcase the signage throughout the hotel space. Attention was placed on textures, typography, lighting, and spatial design to create imagery that felt cohesive with the overall aesthetic of the hotel.
The campaign balanced wider interior scenes with tighter product-focused compositions, helping capture both the scale of the installation and the finer details behind the craftsmanship and design execution.