Building Heritage
Expertise in development and construction.
As a creative agency, we live for a great story. So, when Whitbread came to us with an exciting challenge, we knew we had to be involved. They were about to begin one of their most significant hotel developments of 2021 — the Oxford Greyfriars Premier Inn — and they entrusted us, DAKONA, to capture the entire process and tell the story of this landmark project.
From the very beginning, we understood this was more than just a construction project. It was a testament to Whitbread’s expertise in development, their team’s ability to handle complex city-centre builds, and their vision for creating long-term value. Our job was to bring that story to life on screen.
The brief was epic: to document a two-year journey, from the demolition of an old office block to the grand opening of a stunning new hotel. The location alone, right in the historic heart of Oxford, made it a fascinating challenge. We knew that capturing this transformation would require patience, planning, and a lot of creativity.
Over the two years of construction, we conducted numerous drone flights to document the site’s progress. This was where meticulous planning was absolutely crucial. Flying a drone in a busy, built-up city centre like Oxford isn’t straightforward. We managed all the necessary permissions and careful flight planning to ensure every flight was safe, legal, and captured the exact content we needed. After all, when you’re filming the demolition of a building, there are no second chances — you only get one opportunity to get that perfect shot! It was incredible to watch from our drone’s-eye view as the old building came down and the new structure, expertly built by Carter Lauren, began to rise from the ground.
As the hotel neared completion, our focus shifted from the wide, sweeping aerial shots to the intimate story on the ground. The building itself was a work of art, with a clever design by Allison Pike Partnership that paid respect to the historic buildings surrounding it. It was now our job to craft a compelling narrative that highlighted not just the impressive construction, but also the hotel’s rich heritage and its positive impact on the Oxford community.
We worked closely with the fantastic team at Whitbread to shape this story. To gather those all-important insights, we spent time conducting interviews with key stakeholders, including the project’s architects. We then spent two days filming inside the brand-new hotel, finding the perfect locations to showcase their passion and expertise. To tie it all together, we incorporated stunning b-roll footage of Oxford’s iconic streets and landmarks, creating a visually rich video that truly rooted the hotel in its beautiful surroundings.
We are incredibly proud of the final film. It’s a powerful showcase of the vision and hard work that turned a concept into a reality, even with the unexpected delays caused by a global pandemic.
None of this would have been possible without the invaluable support and collaboration of Whitbread. They were an absolute pleasure to work with throughout the entire process, placing their trust in us to tell their story. It’s partnerships like these that allow us to do our best work.
Discover more about Whitbread at whitbread.co.uk/property