CLARIDGE’S reinvents itself

The famous Art Deco jewel of Mayfair, CLARIDGE’S HOTEL, is undergoing an extensive rebranding process. A serious overhaul has been done for the landmark hotel, starting from its crest and logo, which have been redrawn. Due to the fact that the hotel has an impressive number of branded items (everything from tea pots to slippers and dressing gowns), the London design studio CONSTRUCT, which has been appointed the task of rebranding, has toiled over creating a coherent and consistent identity throughout the entire hotel.

As part of the image revival procedure, the design studio has introduced a sophisticated pallet of colours, such as jade, gold, white and black, which is applied from everything to envelops and the inside of bags to the various goodies for the guests.

The new look of the hotel will be topped off by a collaboration with renowned international fashion designer and close friend and guest of the hotel, Diane von Furstenberg. The designer will imprint her iconic colourful style in the decoration of several rooms in the hotel. Von Furstenberg has always had a strong relationship with the hotel, which even constituted inspiration for of her collections. Related on this fresh new collaboration, the designer stated: ‘One of my fondest memories was when I was in London as a young, independent businesswoman and stayed at Claridge’s. I knew I had made it. To me, Claridge’s is the most glamorous hotel in the world; I regard it as my home away from home. I am honoured to become part of the hotel’s legacy and rich design history.’