The World Of Hospitality Issue 18 2016 - Page 59

The Athenaeum Hotel & Residences Design Approach: Brand Refresh, Positioning and Graphic Design: Speaking of the design approach to the project, Kinnersley Kent Design Partner Jill Higgins explained, ‘Above all, we were looking to open the hotel up in terms of light, space, circulation and visibility. The 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 1930s modernist style.’ Kinnersley Kent Design’s 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 (in all the right ways), independently-owned, with an art deco spirit. And they’ve always done things differently.’ The re-branding and positioning project included the World Of Hospitality 59 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. ‘This