DLSM Studio has transformed The Trafalgar St. James Hotel, a five-star property in London and part of Hilton’s Curio Collection. The project has enhanced the guest experience and commercial potential by re-configuring and designing key front of house areas, whilst introducing six new luxury suites in the underutilised basement, unlocking new revenue potential.
The overarching concept, titled ‘Exotic Ports of Call,’ draws from the building’s maritime history as Cunard Shipping Company’s headquarters, inspired by the 1922 world cruise of Cunard’s Laconia. Rich textures, earthy tones, and opulent features evoke global destinations, delivering an extraordinary premium hotel experience and stylish setting for guests.
A major reconfiguration of the front of house area removed obstructive architecture to improve flow, accessibility, and deliver a stronger and more luxurious welcome statement, shifting away from a rigid, formal hotel aesthetic to a relaxed, upmarket lifestyle feel.
By balancing elegance with usability, the design has enhanced guest interaction, improves operational efficiency, and reinforces the hotel’s positioning as a high-end urban retreat in Central London.
Bio DesignLSM, established in 1986, is a multi-disciplined studio that specialises in Strategy, Branding, Architecture, and Interior Design within the hospitality sector. Working with a broad range of world-class clients across the globe, including hotels, restaurants, bars and food halls and more, we develop and define a brand's unique positioning, devising appealing concepts and designing engaging interiors that enrich the guest experience.
Other prizes Winner of the LIV Awards 'Interior Design Food Hall' category in 2021.
