Incipio is a London based hospitality group known for creating vibrant, multi purpose venues that combine bars, restaurants, and event spaces. Founded with a vision to deliver authentic, memorable experiences, Incipio has grown to operate a portfolio of distinctive venues across the city, each with its own personality and style.

The group’s key objective was to redesign and build a custom front end for the DMN booking flow. This was to enable a seamless journey from discovery to booking while allowing The Libertine to highlight all offers and booking types.

This website was a part of a wider template rollout project for Incipio Group, designed to significantly increase conversions. Over time, Incipio has established itself as a leader in hospitality, continually evolving its offerings while maintaining a strong reputation for creativity, atmosphere, and guest experience.

The new Libertine website was created to provide a visually engaging, intuitive, and authentic digital experience that showcases the venue’s hospitality offering, events, and special promotions. A key objective was to redesign and build a custom front end for the DMN booking flow, delivering a best-in-class hospitality UX with a clear navigation structure that supports a seamless digital discovery-to-booking journey.

This ensures guests can explore, engage, and book with ease while allowing Libertine to highlight all offers and booking types. This website formed part of a wider template-rollout project for Incipio Group, designed to increase conversions and engagement across the portfolio, giving each venue its own identity while supporting broader business goals.

Understanding the user journey was central to the project. At the start, Propeller and Incipio collaborated closely to map how guests interacted with the Libertine website at every stage, from discovery to booking. The teams identified common pain points, such as unclear booking steps, static content, and generic navigation, and highlighted opportunities to drive conversions at key “tipping points.”

Optimisations included automatically pre-selecting booking types when users click on events, highlighting relevant offers and deals through dynamic content, and creating private hire pages with clear layouts, capacities, and immersive imagery. This structured approach ensured the website guided visitors intuitively toward action while providing a seamless, engaging experience for every type of guest.