DWELL BY SAM
BRAND MANAGEMENT / SOCIAL MEDIA & ONLINE / GRAPHIC DESIGN & PRINT MEDIA
CASE STUDY
Expanding the Brand: DWELL by SAMWhen I first joined SAM Design, Susan Drover, the founder, had just made a surprising purchase— a charming inn that would soon become a cornerstone of the brand’s expansion. This unexpected acquisition was the beginning of DWELL by SAM, a new venture that transformed an existing bed and breakfast into a luxury inn, Dvele, all designed and managed under the vision of SAM and Susan. The goal was to establish DWELL by SAM as a brand synonymous with luxury accommodations, embodying a thoughtful, design-focused experience for guests, all while amplifying how they feel about the spaces in which they stay.
The starting point for this journey was My Flatrock Dwelling, a Scandinavian-inspired retreat nestled in the scenic landscapes of Flatrock, Newfoundland. Already a popular destination for intimate weddings and events, My Flatrock Dwelling quickly became the foundational property for the new brand, embodying the charm and sophistication that would define this new branch. Since rebranding and expanding to encompass DWELL by SAM, the @dwellbysam Instagram has grown to over 7,700 followers and counting. This online presence has been crucial in sharing our story and attracting guests who value design-driven experiences.
Each property within the brand has been thoughtfully curated to deliver an immersive sensory experience. Susan’s passion for creating meaningful spaces can be seen in the carefully chosen amenities, from premium linens and locally crafted bath products to curated furnishings that guests can purchase through SAM Design. Every element of the stay has been designed to enhance the guest’s connection to the space—from luxury bathrobes and cozy fireplaces to private outdoor areas perfect for gatherings.
The design-driven ethos extends to collaboration with local artists and artisans, like those who provide bath products and artwork, enriching the guest experience with elements unique to Newfoundland and Labrador. Every aspect is crafted with Susan’s attention to detail, ensuring that guests feel deeply connected to the natural beauty and creative spirit of the region. Each stay becomes not just a luxury getaway, but an opportunity to engage with design in a hands-on way, allowing guests to test elements of the SAM Design aesthetic and bring home their favorites.
Today, DWELL by SAM includes several unique properties, each offering its blend of modern comfort, stunning design, and a sense of place. With each space, guests are invited to experience Newfoundland through a luxury lens, connecting deeply with their surroundings in ways that are as unforgettable as they are inspiring.
Establishing a Flagship PropertyDVELE INN
Following the success of My Flatrock Dwelling, Susan took a significant step forward with the development of Dvele Inn as her flagship property. Positioned in the heart of historic Georgetown, just a short walk from downtown St. John’s, Dvele Inn offers an unparalleled experience that blends luxury with Newfoundland’s vibrant cultural landscape. With the creation of Dvele, SAM Design has effectively positioned DWELL by SAM as a premier destination for international travelers seeking high-end, design-focused accommodations that reflect the unique character of our region.
The vision for Dvele Inn was to create a modern yet intimate space that would appeal to discerning travelers, offering them a seamless combination of luxury and local charm. Every element of Dvele was carefully curated to embody the values of DWELL by SAM, from the design of the rooms to the personalized amenities, ensuring that the property feels both authentically Newfoundland and in line with the standards of international luxury. Guests can enjoy premium linens, locally crafted bath products, and beautifully designed interiors that reflect the signature SAM aesthetic.
Since its opening, Dvele Inn has gained recognition as a sought-after destination for travellers from around the globe who appreciate its blend of modern comfort, curated design, and connection to Newfoundland’s natural beauty and cultural heritage. By positioning Dvele Inn as the anchor of DWELL by SAM, we’ve able to expand the reach and solidify the brand’s reputation as a leader in luxury accommodations in Newfoundland and Labrador.
