Custom print design in action: what a year of the Lanserhof at The Arts Club Gazette has achieved

Back in the summer of 2025, we began a monthly print partnership with Lanserhof at The Arts Club, a newspaper called the ‘Art of Living Gazette’. In that time it has become one of the club’s most valued pieces of marketing. A year on, we look at what this piece of custom print design reveals about continuity, tactility and building trust with a discerning audience and what other businesses built on reliability and expertise can take from it.

When I was an art school student I had always wanted to be a magazine designer. However that never transpired and for most of my career I’ve directed branding and web design projects instead. However, it turns out that if you wait long enough and keep the faith, you get to go back to the beginning and live your dreams! It’s with this in mind that I mark a year of working on a really interesting print project: The Art of Living Gazette, a monthly newspaper for Lanserhof at The Arts Club.

When it began as a pilot, I couldn’t quite imagine the success it would become and the resonance it would have with one of Mayfair’s smartest members’ clubs. As we mark this milestone, I thought it would be interesting to reflect on the way in which this custom piece of print design has become a success by building interest and impact over time.

How it all began

In the summer of 2025, I had a call from Cesco Righetti, the COO of Lanserhof at The Arts Club. Cesco has been a longtime client of mine ever since we worked on a website for the HR function of The Bulgari Hotel in Knightsbridge. In his new role he had the idea of beginning a regular print publication dedicated to everything happening, in real time, at Lanserhof at The Arts Club. It would be a way of talking about keeping regular fitness habits, introducing cutting edge new treatments, getting to know the people behind the club via Q&As with the medical team, announcements about upcoming events and the regular thrum of everyday life with seasonal menus at the lounge.

We began the project last summer and now, a year on, I feel that the Gazette has really hit its stride. I visit the clinic regularly as a matter of course, but went in to see the team this past week to mark the occasion and talk to them about their reflections on what it has achieved. To kick off, it seems only right to let Cesco explain the success of the project:

“The Gazette is one of our most appreciated marketing vehicles. It portrays our doctors, practitioners, innovations and services in an elegant, easy way for patients, members and clients to understand. It also reaches multiple parts of the community, since it’s sent both digitally and on paper, and the fact that it’s so refined and elegantly designed actually elevates the standing of the clinic and the membership.”

A piece of marketing that informs and persuades

First, it’s worth asking why the Gazette has lasted the distance. The first reason is familiarity: when I was taking the pictures for this piece, the reception team were telling me that it’s become a regular pick-up for the membership. Second is that it’s a standalone piece: by virtue of its tactility and the quality of its print, it has achieved something rather different from the club’s social media, online advertising or traditional PR and found a niche all of its own. Third is the space to explain: every issue discusses services or treatments that initially might feel complicated or overwhelming, but that the Gazette takes the time to explain and even demystify, by the very practitioners who offer them.

In addition the Gazette has pulled standalone treatments from a menu of options and given them ‘airtime’. For a busy membership who may not have seen what was on offer, or even fully appreciated its benefits, this level of detail offers new possibilities they may not even have been aware of. At their best, the features take something complex or scientific and make it relatable, relevant and most importantly, desirable.

Ultimately, wellbeing and longevity are the primary goals of the clinic and they are manifested in this piece of print that is often the first thing members see as they arrive.

Quality print that matches the physical experience

Thinking of arrivals, it’s important that first impressions count. When members walk in the door from Dover Street and pick up the Gazette, aside from the design, the feel of the paper is what sets the tone. We chose a thickness of paper usually used for business cards initially because we wanted the issue to last a full month and not get too scuffed, but it had another effect, that akin to a restaurant menu.

We wanted to combine quality with usefulness. Lanserhof at The Arts Club comes alive by showcasing the place as a community full of social possibilities. On the back of every issue is the promotion of members’ mixer events, group yoga, personal training and more offbeat experiences such as sound baths or cacao treatments that tells the membership that there are ways of meeting likeminded people together under one roof.

A beautiful piece of custom print design aligns so well with the idea of getting off digital devices and building relationships as well as discovering something new about yourself and others. While the Gazette is a promotional tool, its unhurried, friendly tone and quality feel achieves something resonant, unique among the pieces of marketing we work on.

Promoting a business with continuity and confidence

Stepping back a little, it strikes me that The Art of Living Gazette could be an interesting case study for many businesses that offer reliability of service through the mediums of continuity and expertise as their central virtue. Ultimately Lanserhof at The Arts Club is a temple of health and wellbeing with an outstanding brand at its heart, so when they create a way of presenting their business that is highly successful, in this case a quality piece of custom print design, this carries forward many transferable ways of thinking. We understand that not every one of our financial services, legal or tech clients is going to want to start a newspaper, especially given their more direct business-to-business, conversational style of marketing. However its principles and execution could serve to inspire new ideas.

Two takeaways stand out from the Gazette‘s success that capture our approach to everything we do as a design business. Begin by making a long-range plan for renewal, growth or expansion with an existing or even new client base in a characterful way that aligns with the spirit of everything you believe in as a firm. With that in hand, apply those ideas stylishly, with confidence and an outstanding quality of output.

Explore custom print design for your business

Custom print design isn’t only for members’ clubs and clinics. If reliability and quality of output matter to how your business is perceived, it’s worth exploring what custom design could do for your business.

To work with us, get in touch: call on 020 7351 4083 or email us directly.

Find out more about the project

Our portfolio page about The Art of Living Gazette

More of our work in luxury hospitality design