DLSM Studio, formerly known as DesignLSM, has announced the completion of its transformative redesign of The Trafalgar St. James Hotel. Situated at 2 Spring Gardens, Trafalgar Square, the five-star property now offers a refreshed, lavish guest experience, seamlessly blending historic significance with contemporary elegance.
The Trafalgar St. James Hotel redesign involved transforming the ground floor front of house – featuring the reception, lounge, The Rockwell bar, and washrooms – along with the strategic addition of six new basement suites. The basement, previously underutilised, has been converted into a vibrant commercial asset, featuring innovative lightwells that emulate natural sunlight throughout the day, enhancing the guest experience and unlocking new revenue potential.
The overarching design narrative, titled ‘Exotic Ports of Call’, draws inspiration from the building’s rich maritime history. Once the headquarters of the Cunard Shipping Company, the property’s narrative pays homage to the iconic 1922 world cruise of Cunard’s Laconia. This era of steamship travel represented a golden age of exploration, where travellers experienced diverse cultures and exotic destinations. The design reflects this sense of adventure and sophistication by incorporating rich textured fabrics, layered materiality, earthy colour palettes, bold patterns, and dramatic planting. Influences from cultural contrasts and tropical landscapes – including the Caribbean islands, New York, the Bahamas, Cuba, Panama, the West Indies, Northern Africa, and the Mediterranean, which are woven throughout the hotel’s interiors.
DLSM Studio carefully balanced opulent Art Deco elements with contemporary luxury to create a cohesive and immersive environment. Moulded plaster panels in the reception depict tropical flora and fauna, complemented by striking marble flooring. The ground floor lounge and The Rockwell Bar transition seamlessly from day to night, offering an inviting yet sophisticated atmosphere. The newly introduced basement suites features bespoke furnishings, bold wallpapers, and ceiling light boxes simulating natural daylight cycles, transforming previously unused space into a luxury destination. Throughout the property, guests will discover custom-designed carpets, unique artworks, and sculptural elements that add layers of texture and narrative.
