Hilton London Metropole



The brand team behind Jim Beam contacted us to help them with a full rebrand of the 'Sports Bar' at the Hilton London Metropole, Edgware Road. The challenge was to re-brand the bar to show the partnership between the hotel and Jim Beam.


Once the name 'The Rackhouse' was signed off our team got to work. The brief was to create a Jim Beam branded bar, linking back to American sports and the brand history.


We created a range of bespoke POS including caddies, leather bar stools and light-boxes. We also custom designed and built lighting using laser engraved barrel heads and empty Jim Beam bottles. To freshen up the walls we drafted in illustrator extraordinaire Grace Leaney who spent 6 whole days painting sports murals, logos and phrases.


Take a look at the images below, and don't forget to go into the bar to see it for real -