Leading Hotels of the World (LHW) is a global hospitality consortium of more than 375 luxury hotels and resorts in 75 countries. It is an elite club with a healthy rivalry between members. In 2015 LHW launched a competition; for all member hotels to design a bookmark which truly represents them. The winner would have their bookmark produced and mailed out with the LHW brochure to clients worldwide.
Our idea revolved around the garter flash, a piece of tartan fabric which both holds up, and protrudes from the traditional Scottish dress sock. We commissioned a kilt maker to cut several hundred flashes from Gleneagles’s own tartan, and stitch them onto substantial, embossed and foiled board ‘bodies’. The bespoke bookmarks only remained in the hotel for a matter of weeks – all were pilfered by light-fingered, style-conscious guests.