Veer took over a former harbour office. Half the rooms face the water and the other half face a car park, and the old site sold them at one price.

Guests don't remember the room number. They remember which side of the building they slept on.

Name the two sides, Waterside and Quayside, and let the wayfinding, key cards and prices follow. Brass for the water and green for the quay.

Painted wayfinding on every floor, brass door numbers, key cards, a breakfast menu set like a tide table and a website that asks one question: which side?

Waterside rooms now sell at a 22% premium and book out first.