Last week, the second in a series of six Penthouse Conversations took place in the new Penthouse on London City Island. There to discuss the process of developing a brand was a panel comprising creative director of Thomas Pink, Dean Gomilsek-Cole; CEO of Mulo shoes, Tobias Cox; founder of London City Island’s Hum Yoga Studio, Oriana Shepherd; and Tilly Wood, the founder of AJA Botanicals by Tilly. Brummell’s Peter Howarth hosted and moderated the talk.

The second Penthouse Conversations event at London City Island

The contributing factors to a brand’s success or failure were discussed in depth before an eclectic audience. The panel delved, for instance, into the role that names play in branding. Gomilsek-Cole revealed the psychology behind this year’s new Thomas Pink campaigns based on the colour pink, which hopes to reinforce associations between the brand and the hue making up its name. For Aja Botanicals by Tilly, Wood originally included “by Tilly” in her brand’s name simply because she wanted her friends, who she trialled her fragrances on first, to know the company was hers. Since then, however, she has also developed her brand in accordance with her love of all things nature. The products in her skincare line are 100 per cent natural, containing a wealth of organic ingredients that contribute to healthy, radiant skin. And Wood explained the notes characterising her fragrances are reflected in their names too, such as the seductive After Midnight. 

The view from the Penthouse at London City Island

Meanwhile, Oriana Shepherd explained that her business on London City Island – Hum Yoga & Meditation – alludes to its USP, the use of sonic frequencies that are used alongside the meditative practices offered there by her team of expert coaches.

Later, during the evening’s Q&A, Shepherd gave her number one piece of advice for aspiring entrepreneurs. She believes they should develop their brands without deviating from their first unique visions; and without giving into to that common urge in new entrepreneurs to look at and imitate what their competitors are doing. There is no doubt that remaining faithful to his vision was in large part responsible for the success of Toby Cox’s Mulo Shoes. Cox explained he envisioned elevating the status of popular types of casual footwear such as espadrilles and sneakers, so that they would be both smarter and more durable. Having succeeded, Mulo appeals to all those people who already love these versatile shoes, and would therefore wear more stylish versions of them in their daily lives.

Dean Gomilsek-Cole, creative director of Thomas Pink, shares a laugh with Tilly Wood and Oriana Shepherd

The venue itself is equally inspiring – EcoWorld Ballymore’s Penthouse is a contemporary, open-plan space with panoramic views and luxurious fittings, a jewel in London City Island’s inspiring urban planning and architecture.

The remaining Penthouse Conversations will bring together experts for more thoughtful discussions of eclectic subjects. Look out for them on London City Island’s Instagram – @londoncityislandlife and on Eventbrite. We will be making a limited number of places available for these events for Brummell readers, and will be notifying you via Brummell newsletters and social.

Find out more about London City Island at londoncityisland.com