Brand and experience design agency Household has designed Another Place, The Lake, a bespoke hotel experience for active relaxation, located on the shores of Ullswater in the Lake District.
Another Place, The Lake is the first of a new collection of six Another Place lifestyle hotels that encourage guests to explore their spectacular locations. Each hotel’s setting inspires its unique design palette, while the brand ethos of relaxed luxury guarantees a friendly familiarity across all.
For Another Place, Household took inspiration from the deep drama of the Lake District, reimagining a traditional hotel as a lifestyle brand experience with the heart-warming feel of a best-friend’s holiday house.
Applying customer journey thinking born from Household’s retail expertise, each space was reconsidered to bring to life the brand idea of ‘active relaxation’. Fluid gathering spaces were defined to cater to a range of moods, from the quiet Georgian library to the lakeside jetty, and the cosy fireside nook to the hammocks in the trees.
Guests can effortlessly drift between indoor and outdoor dwelling spaces and experience something new at each hour of the day; the library is an accessible family living space by day and a cosy adult-only lounge by night, complete with fireside sofas and floor-to-ceiling windows.
The Rampsbeck Restaurant also flexes throughout the day: a relaxed self-service breakfast bar transitions into a chic family dining space with hard-working limestone table tops, balanced with the elegance of a crenelated brass bar topped with polished carara marble. Household has created niche spaces around the restaurant’s open kitchen to suit every group size, selecting iconic, rust leather seating for a warm, inviting feel.
To fully enjoy the beauty of the setting, guests can also eat out on the terrace, featuring natural teak wrapped in wrought iron tables and soft green chairs, reflecting the spectacular lakeside views.
Household’s aim is to put Another Place on the cultural map, fostering a culture of relaxed luxury and affinity with the local Ullswater landscape. The experience signatures include thoughtful products such as flasks in each room so guests can embark into the great outdoors equipped with good coffee, and off-the-grid service options such as picnics fresh-prepared from the pantry for a homemade holiday feel.
Each interior space expresses the beauty of the outdoors to encourage guests into nature, across both the original Georgian house and luxurious ‘barn’ extension. The colour palette’s earthy tones and seasonal accents are inspired by Ullswater: amber-coloured throws reflect the woodland’s vibrancy; woollen tartan textures mirror the changing seasons and the Swim Club’s cloudy limestone tiles echo the tones of the lakeshore.
Swim Club is a brand hallmark: a 20m ‘infinity’ pool encased by full drop lakeside windows and a natural skylight evoke the feeling of swimming into the surrounding hills.
In the 40 signature bedrooms, antique furniture is carefully balanced with bespoke new pieces by local artisans to celebrate the contrast between old and new. Household also briefed and curated a collection of local artwork to express a contemporary take on wildlife, adding to the vibrant personality of the space.
Quote from Siu-Lan, Creative Director, Household Design:
“The concept is about fusing the location into the brand and using its unique energy to define and design the experiences. Authenticity is key – we’ve preserved classic period features, not added any faux features, and celebrated modernity in vibrant materiality including contemporary upholstery weaves. We’ve created an active relaxation destination for local as well as resident guests, using downtime to connect with guests in a different way, whether they choose a quiet reading spot in the library or watersports at the jetty.”
Quote from Will Ashworth, Managing Director, Another Place:
“Created with our long-term partners, Household, Another Place, The Lake is the first of our new collection of experience-led hotels based on getting active, being social and relaxing. We have only just opened but our guests are full of positive comments and are loving the experiences we’ve created. Our greatest surprise has been the number of guests getting out onto Ullswater and into the surrounding hills, which is exactly what we wanted to encourage.”
Household also partnered with the team behind Another Place to design the award-winning Watergate Bay Hotel in Cornwall, a hotel sharing the same ethos of relaxed living.
Contacts:
Siu-Lan Choi, Creative Director on 0207 739 6537, email: [email protected]
Michelle Du-Prât, Strategy Director, co-founder, email: [email protected]
About Household
Founded in April 2004, brand and experience design agency, Household, is leading the way in designing retail-culture, helping brands excel in today’s supercharged customer landscape. Household’s ambition is to create retail-culture where people, brands and places come together on more equal terms, for valuable and worthwhile experiences.
With studios in London and Los Angeles, Household’s customer-focused branding and design creation approach has led the agency to partner with brands as diverse as Amazon, Christian Louboutin and Unilever across food, fashion, beauty, luxury, banking, consumer tech and lifestyle.
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