Since the launch of Ru&Co in 2018, CONCRETE has served as an outsourced partner across marketing, business development, digital strategy and events. Working closely with founder Rupert, who refers to the team as his “trusted disruptors”, CONCRETE has helped shape the company’s growth strategy, connecting a portfolio of more than 50 ultra-luxury hotels and residences with high-net-worth buyers across the UK, EMEA and US through targeted social media, PR and digital marketing.

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Together, CONCRETE and Rupert created HotelHUB, a curated event series designed to introduce preferred hotel partners to the UK market beyond traditional trade shows. Blending curated meetings, VIP dinners, cocktail receptions and networking, the four-day programme delivers more than 150 connections with high-net-worth travel buyers, celebrities and corporate partners.

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Originally launched as a single London event, its success led to Ru’s Roadshow, expanding to Manchester, Birmingham and Oxford before returning to London, collectively bringing 300+ new and established UHNW connections to Ru&Co’s portfolio each year.

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In 2026, CONCRETE is leading a brand refresh for Ru&Co, evolving the iconic logo with new colourways while elevating the website’s design and functionality to reflect the company’s market-leading position. The project also introduces a refreshed tone of voice and visual identity, alongside an enhanced digital and social media strategy designed to deepen sales insights and strengthen global ultra-luxury hotel partnerships.