Studio Proof‘s relationship with the brand began in 2013, when the practice led a review of the current positioning and perceptions of the hotel and the aspirations of the owner. This resulted in the creation of a new brand identity fashioned through a series of stakeholder workshops that then allowed development of a new brand pyramid and set of core values, along with name generation, and identity design that paved the way for the design brief.
Studio Proof went on to refurbish all 411 bedrooms and suites across the 15 guestroom floors, re-modelling a number on the higher floors to achieve exceptionally spacious suites. The hotel has remained open throughout, necessitating rigorous on-site planning. All guestroom floors, including lift lobbies, are set to be complete this September.
Meanwhile, Studio Proof is also transforming the public areas, creating a dramatic new entrance façade and reception lobby, new ground level F&B areas and lounges, a new reception area for the hotel’s large Nine King’s banqueting suite, the creation of a new all-day dining restaurant on the first floor and the re-design of the adjacent bar. These works will be completed in April 2018.
“This has been a great ‘hotel design’ journey,” comments David Morris, creative director at Studio Proof. “Our client invited us into the process at the earliest opportunity and allowed us to lead them through clarifying the brand and into a major programme of architectural and interior design work, reinventing the hotel for the 21st century guest.
“The owner has been bold and financially committed, and we have every hope that the completed project will repay the faith he has put in us.”