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The Athenaeum B


ritish design studio Kinnersley Kent Design has completed the multi-million pound refurbishment of one of London’s most iconic hotels – Te Athenaeum Hotel


& Residences – remodeling the interiors and adding new layers of warm and subtle glamour to this family-run, five-star, thoroughly- independent jewel in the heart of Mayfair. Te scope of works undertaken includes


brand strategy, positioning and identity work, undertaken in partnership with the hotel’s owners and close-knit internal team, as well as external architectural works 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 spectacular new bar and the day-to-night restaurant offer, ‘Galvin at Te Athenaeum’. Speaking of the design approach to the


project, Design Partner Jill Higgins explained,


‘Above all, we were looking to open the hotel up in terms of light, space, circulation and visibility. Te 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 1930’s modernist style.’ Brand Director Lindie Kramers said of the


agency’s approach: ‘Our thinking was based on the brand’s core strengths – its heritage, attitude and location. Located in the heart of Mayfair, the brand is delightfully English, independently-owned with an art deco spirit. And they’ve always done things differently.’ Te re-branding and positioning project


included interviewing 20 key staff members to get a real insider feel for the hotel, as well as thorough research into the hotel’s great history – especially its legendary associations with the world of film. Above all, the hotel was clearly understood, both internally and externally, to


be about individuals, from the staff to the high levels of tailored service, to the character of individual guests. Even Jim, the doorman, has his own blog! ‘Our repositioning strategy was based on


celebrating this individuality’, Lindie Kramers explained. ‘Tis one-of-a-kind hotel offers a refreshing alternative for guests seeking a more personalized experience and our aim was to


GS Magazine 25


Photography: Kate Berry & Chris Tubbs


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