Fettle, the London and LA based interior architecture and design studio, who are celebrating a decade in hospitality design this year, has unveiled the interiors for The July, a brand new apartment-hotel in the heart of Victoria, London. Blurring the lines between residence and retreat, the Amsterdam-born brand The July caters to the local community, short and long stays, families, solo travellers, day-trippers and more.
Fettle’s scope of work for the project included the Ground Floor, including the lobby, The Idler Restaurant, deli and bar – which are also open to the public – and an event space. Fettle also designed the guestrooms and the two residential apartments as well as the Basement which features a wellness area and gym. Fettle worked in collaboration with The July’s in-house design team as well as Studio Moren who looked after the architectural aspects of the project.
The July as a brand consistently takes inspiration from their local surroundings, giving each property a unique feeling. As such, when approaching the design for London Victoria, Fettle drew from the local area and its rich Art Deco architecture with subtle, playful nods seen through the 1930s inspired furniture and materials used within the apartment-hotel. The studio has created an experience within The July that means guests immediately feel at home through intuitive layouts and comfortable furniture that reinforces a residential atmosphere.
The Idler Restaurant welcomes guests with plush banquette seating along the perimeter and a central open kitchen featuring a marble top and wrap-around bar with bespoke bar stools. A standout element of the design is the mural covering the ground floor restaurant ceiling. Fettle and the team at The July worked closely with the artist, Eliza Downes, to ensure the piece worked seamlessly with the aesthetic as a whole.
The comfortable bar area features eclectic artwork, parquet wooden flooring and repurposed vintage furniture in an array of contemporary fabrics whilst the neighbouring deli offers a convenient option for guests or locals on the move.
The beautifully designed guest rooms function seamlessly for long stay guests including spaces to relax, dine and work. The rooms are bright and inviting, featuring Art Deco inspired detailing, bespoke lighting with warm timber floors and colourful furniture pieces.
Each room features a dedicated living area and multifunctional oak joinery unit that seamlessly integrates the wardrobe, storage and full kitchen. The bathroom chequered tile pattern is inspired by the Lutyen’s Page Street building nearby The July. Each room includes bespoke brass and metal pendant lighting in the living and dining areas, a bespoke bedside light with a fluted shade and floor lamp with a decorative patterned shade.
The rich and joyful colour palette throughout The July includes a refined green theme inspired by the neighbouring royal parks on the hotel’s doorstep while the adventurous material palette includes oak, recycled timber terrazzo, textured glass block and natural marbles.
Fettle has used various levels of lighting throughout The July to keep the spaces in the apartment-hotel intimate and residential. Many of the lights in the space have been designed especially for the project to ensure the style, size and design is unique to the space and fits cohesively with the rest of the design language.
Andy Goodwin, Co-Founder and Creative Director, Fettle commented: “This is our first project for The July, and the brand’s first apartment-hotel in their expansion across Europe. The design concept needed to reflect The July’s brand values, such as flexibility and comfort, and be built around a narrative that highlighted the local area and its history. As an apartment-hotel, the rooms had a number of functions and requirements for us to work around to ensure that guests have all that they need for the perfect long stay. This includes a space to relax, dine and work all within the confines of each apartment as well as complementary meeting, flexible and wellness spaces within its public areas. The July brand has strong sustainability values and this was central to many material decisions made for the scheme. It has been an incredibly exciting project and a privilege to work alongside The July team.”
