St James’s Club and Hotel, a five-star hotel and private members club in central London, has appointed Nevis Design Consultants to overhaul its brand identity, ahead of a £6m refurbishment, with interiors designed by Parker Liddell.
Nevis Design Consultants is tasked with rebranding the hotel to create a more contemporary visual identity. The intention is to communicate the fact that the venue is a hotel and not just a members-only club better, according to Graham Scott, design director at the consultancy. ‘We will be repositioning the brand to reflect the more homely and warm interiors,’ he explains.
The existing horse icon will be scrapped, but the venue’s name is unlikely to change. The updated identity will roll out across the hotel, branding its entire range of corporate materials.
Parker Liddell has been appointed to redesign the interiors, but declined to comment on the project as Design Week went to press.
The refurbishment will cost between £5m and £6m, says a spokesman for the hotel. It will close at the end of October for nine months for the refurbishment programme, reopening next summer.