Phillipe Starck's iconic spin on Alice in Wonderland was losing its magic. DDA was commissioned to refresh and evolve this beloved Hollywood masterpiece and to re-imagine the hotel’s classical fusion of fantasy and modern. Continuing the whimsical edge that the hotel is renowned for, the scope was to redesign the lobby, guestrooms, corridor, and Suites. For inspiration, our US and London teams dove deeply into Lewis’s Carrol fantasy for ideas that could be re-interpreted and made more representative of today’s lifestyle. Playfully surreal, every detail was to be relevant and intentional both intellectually and creatively. Shape was used as a suggestion as opposed to a constant, exemplified through floor lamps and lounge chairs and table inspired by the Mad Hatter’s Tea Party. We explored scale and distortion through the use of huge iridescent dragonfly wings applied to existing mirrored walls and at the same time reflecting the oversized playfully brilliant blue articulated light shades. Behind the bed, the ‘Rabbit Hole’ surreally framed with light. Starck’s translucent chair, a tribute.
