REPORTER 21 ONE TO WATCH DLSM Studio
WORDS BY EMILY MARTIN
The Trafalgar St James Hotel: DLSM Studio completed a £5m redesign of the five-star property in London’s Trafalgar Square that is part of Hilton’s Curio Collection. The project has enhanced the guest experience and commercial potential by reconfiguring and designing key areas, including the reception, lounge, The Rockwell Bar, and washrooms, while introducing new luxury suites in the basement, a previously underutilised area that has been converted into a commercial asset, featuring innovative lightwells that emulate natural sunlight throughout the day.
Claro London: Designed by DLSM Studio, this central London restaurant marries the elegance and exclusivity of St James’s historic ‘Clubland’ reputation with a modern, progressive vision. Housed within a Grade II listed former banking hall with a rich past, the main kitchen takes centre stage with interactive dining seats, accompanied by a dramatic double height main dining area, select private rooms, and a more intimate first floor, perfect for entertaining larger groups. The interior juxtaposes industrial finishes with the building’s original heritage details.
NAC Dubai: Situated in the Huna Residence development in Jumeirah, the design draws inspiration from the culture of ‘art de vivre’ (art of living) found in neighbourhood bistros in Paris. Appealing to a young audience, the space transitions from a vibrant and relaxed daytime spot to a chic, romantic evening destination. With a strong focus on layering and textural finishes, the interior design showcases a refined aesthetic with a focus on quality crafted details.
Who Meet Holly Hallam and Rachel Pratt, co-owners of Brighton-based DLSM Studio. It was established in 1988 by Steve La Bouchardiere and Simon McCarthy, with Hallam and Pratt taking over the business four years ago. It has since gone through a rebirth: today, this creative agency – which specialises in strategy, branding and interior design – has designers located in the UK, UAE and Europe, all focusing on projects that hinge on their clients’ commercial, operational, brand and guest experience objectives. In the past two years, the studio has won 13 accolades. Hallam and Pratt comment: ‘Having unveiled our brand evolution this year, transitioning from DesignLSM to DLSM Studio, the transformation reflects a new generation, as we put our mark in the sand with the studio’s strong strategic approach to crafting commercially successful, striking brands and environments. The original name with ‘LSM’ in – a homage to the two men (La Bouchardiere, Steve/Simon, McCarthy) – remains integral to the brand’s DNA, ensuring the heritage and pioneering spirit of the founders and agency continue to be celebrated.’
Why Hallam and Pratt have spent many years within the business, showcasing a long-standing commitment and an in-depth knowledge of the agency. Hallam’s background is in marketing and consultancy, while Pratt has more than 15 years of interior design and project leadership experience. Together they move forward with ambitions to further grow the studio’s presence in the Middle East and international markets, while currently working with brands including InterContinental Doha (Qatar), Cheval Maison, and Curio by Hilton Collection.
‘Our evolution into DLSM Studio marks an exciting new chapter, cementing our place within luxury hospitality while staying true to our values of designing spaces that appeal to the senses, enhancing the physical and mental well-being of its users whilst creating an emotional engagement,’ say Hallam and Pratt.
Where
designlsm.com
PHOTO: STEVIE CAMPBELL
PHOTO: ELLEN RICHARDSON
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