Establishing Individuality Across a Multisite Portfolio With 1 Warwick

In their latest piece of client work, Propeller worked with Maslow’s, a group of progressive hospitality brands that seek to create connection and spark change. With their latest member’s club 1 Warwick, an exclusive member’s club based in Soho, they have created a space for work, leisure and fine dining with their connecting restaurant Nessa.

1 Warwick is a members’ House inspired by Maslow’s theory of human motivation and happiness. Located in Soho and set over six floors, 1 Warwick boasts beautifully designed workspaces, members’ lounges, event spaces, a studio and gym – on top of a members only rooftop restaurant and bar with sweeping views of the neighbourhood, something that has played muse to centuries of creatives.

This is one of four websites to launch during Propeller & Maslow’s ongoing partnership, alongside Mortimer House, Mortimer House Kitchen & Nessa. After the successful launch of Maslow’s first membership club & restaurant (Mortimer House & Mortimer House Kitchen), they expanded their portfolio by opening another membership club & restaurant pair (1 Warwick & Nessa). Propeller are now working on a further website –, which will serve as the landing page for their company as a whole.

Propeller are incredibly proud to be part of their journey, taking on the responsibility of designing & building a website to capture the magic of the venue & drive membership applications – boasting over 700 in the first 2 months!

Read on to learn how Propeller catapulted 1 Warwick’s digital presence.


The Approach

Propeller partnered with brand & design agency Everything In Between to create a unique look and feel for 1 Warwick, while still maintaining a commonality with Mortimer House in order to reflect the Maslow’s brand as a whole. As Maslow’s continue to extend their reach, they wanted to maintain integrity to their brand while also granting each location a unique personality.

EIB supplied the illustrations and designs for the homepage and Propeller used these assets to build out the website. Propeller used the same WordPress template as Mortimer House, which made the build process quick and efficient (under 1 week!), but skillfully adapted the look and feel of each region to create a website which had a personality distinct from Mortimer House.

They also created a dynamic enquiry form which sends data to a specific location in Pardot depending on the user’s answers to certain questions.


Propeller were tasked with implementing a dynamic enquiry form to enable Maslow’s to filter users into specific groups and target them based on their preferences.

They collaborated with design agency Everything In Between to roll out the illustrations and designs they created across the website.


Maslow’s are now able to filter users into specific groups and target based on their preferences, thanks to the dynamic enquiry form Propeller implemented.

Within the first 2 months of launching, Propeller had over 700 applications for users to become members of 1 Warwick.

By Propeller: A Digital Design Agency that Builds a Bigger Picture

Being relentless in their attention to detail is what Propeller do. Propeller isn’t just a luxury digital marketing agency that relies on pretty pictures or crafted copy. Instead, they look holistically at your brand, business and your objectives to create a bespoke digital experience and website design for property businesses.