When Lore Group took over the site of the former Ace Hotel in Shoreditch, there was a need to mark the new owner’s arrival with a venue capable of driving a fresh narrative for the building and for the area itself.

Shoreditch offers excellent dining options, but limited quality drinking venues beyond the high energy and high concept. It lacked a space which was premium and grown up - energetic without being juvenile.

And so Seed Library was born. A subterranean sanctuary that’s proudly lo-fi. The space is designed to be a welcome respite from the chaos and carnage of East London - dark, vibey, comfortable, and totally analogue.

The most casual of the Lyan venues, Seed Library dropped the Lyan name in order to relax the concept. Music (100% vinyl at all times) was placed at the forefront, meaning cocktails were not the sole star of the show. Staff, DJs and even food collabs were all selected from the neighbourhood to further cement the brand’s residential status.

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Summary of scope:

• Positioning and purpose

• 360 degree guest experience

• Creative direction of brand ID and interior design

• Bar layout optimisation

• Operational procedure and documentation

• Cocktail menu and recipes