THE LANGUAGE OF HOSPITALITY
T H E F I F E A R M S
An extraordinary Highland hotel seen through the lens of language and atmosphere.
Braemar | SCOTLAND
46 Rooms
HOTEL OPEN / Since 2018
OWNERS / Artfarm (Iwan & Manuela Wirth)
DESIGN / Russell Sage Studio
The Fife Arms is a rare hotel — immersive, theatrical and filled with a sense of wonder. Every corner reveals something extraordinary: antique collections, artist commissions, folklore references woven into fabric, furniture and form. Its photography captures the boldness of the interiors, but the written tone doesn’t yet mirror the richness of the experience itself. A place this imaginative deserves language that frames it as a world of its own, not simply a hotel with standout décor.
Story-led copy would deepen the emotional connection and reinforce The Fife Arms’ status as a destination where hospitality, art and mythology come together in unforgettable ways.
What’s exceptional
A hotel where art, history and Highland mythology collide in the most imaginative way. The Fife Arms isn’t just beautifully designed - it’s emotionally charged, immersive and layered, with every room telling its own story. It sets the standard for what a destination hotel can be.
What the visuals do well
Photography showcases the bold interiors, the collections, the colour, the drama. You immediately sense the scale and the creativity. The images capture the “wow-factor” — the spectacle — and the feeling that this is not an ordinary stay.
What the copy misses
The website currently leans factual, describing the art but not the atmosphere. It explains what’s there, but not how it feels to move through it — which is the real magic. The emotional impact, the storytelling, the sense of wonder… all are underrepresented.
What guests are buying
An experience that feels curated, theatrical, and deeply rooted in place. They want immersion — the chance to step into a world where design, narrative and hospitality fuse into something unforgettable. It’s less a hotel stay, more a cultural encounter.
Opportunity
Richer, more expressive storytelling could elevate The Fife Arms from “eclectic luxury hotel” to “mythical destination.” A stronger narrative builds brand gravitas, deepens guest attachment, and amplifies PR - especially globally.
Sample hero line
A Highland masterpiece — part inn, part living gallery, and a place where every stay feels like stepping inside a story.s.