116 Pall Mall By Searcys
The Secret Garden campaign
Drawing inspiration from the venue’s rich heritage and the whimsical garden theme of The Secret Garden, I developed a complete suite of campaign assets to promote Searcys’ summer party packages at the iconic 116 Pall Mall in London.
brief
The objective was to craft a campaign that captured the venue’s dual charm — its rich heritage and lush, secluded garden — and to translate that atmosphere consistently across a full suite of marketing assets.
Deliverables included:
Social media content
A digital promotional brochure
On-site screens and signage
Posters and printed collateral
The creative direction needed to feel fresh, sophisticated and distinctly Searcys, appealing to both corporate and private clients planning summer events.
process
The concept began with the idea of “a hidden oasis in the heart of London.” I developed a visual language that balanced refinement with natural warmth, drawing inspiration from the building’s Georgian architecture and the garden’s organic textures.
A soft, sunlit colour palette of greens, peach and cream set the tone, complemented by elegant serif typography and botanical detailing sourced from stock illustration. To visually tie together the ideas of discovery and invitation, I introduced an arched window motif used as a framing device throughout the campaign. This shape acted as a window or doorway into the garden, revealing imagery or short video clips that gave a glimpse of what guests could expect from the experience.
Photography played a central role, showcasing relaxed summer gatherings, food, and florals to immerse viewers in the Secret Garden atmosphere.
©Searcys
outcome
The final campaign brought together heritage, atmosphere, and brand storytelling in a unified summer identity. The visuals elevated Searcys’ seasonal offering, positioning 116 Pall Mall as a destination for elegant outdoor celebrations.
The campaign was well received by both clients and the internal marketing team, with a notable increase in summer event enquiries during the promotional period.