Staying Individual

Retaining Its Old Charm, Kinnersley Kent Design Redesigns the Athenaeum Hotel & Residences –one of London’s Most Iconic Hotels

Design studio Kinnersley Kent Design, which has offices in both London and Dubai, has completed the multi-million-pound refurbishment of one of London’s most iconic hotels – The Athenaeum Hotel & Residences – remodelling the interiors and adding new layers of subtle glamour to this family-run hotel.

The scope of work undertaken by Kinnersley Kent Design included brand strategy, positioning and identity work, as well as external architectural work and a full interior architectural and design renovation, transforming the hotel’s public spaces – from the lobby, lounge and first floor meeting areas to a new bar and all-day dining restaurant.

Speaking of the design approach, Jill Higgins, partner at Kinnersley Kent Design, explains: “Above all, we were looking to open the hotel up in terms of light, space, circulation and visibility. The building’s original art deco nature has also been brought back to life by replacing the ground floor elevation with an elegant bronze façade with brass details referencing the 1930s modernist style.”

Kinnersley Kent Design’s brand director Lindie Kramers says that the re-branding project included interviewing 20 key staff members to get a real insider feel for the hotel and, subsequently, designing almost 80 individual items – from menus and coasters to luggage tags, cocktail invitations, notepads, pencils and guest postcards.

“Our repositioning strategy was based on celebrating this individuality,” explains Kramers. “This one-of-a-kind hotel offers a refreshing alternative for guests seeking a more personalised experience, and our aim was to ensure that the customer was at the heart of that proposition. This formed the foundation of our new brand ethos: ‘Stay Individual’ – which is brought to life across all branding materials.”

LOBBY AND INTERIORS PALETTE