The Partners has named and designed a new umbrella identity for the 101-strong Regal Hotel Group, which will spearhead a complete overhaul of the chain’s design elements.
The new name and identity will be unveiled at the end of this month.
The exercise will see new interiors and branding for each Regal hotel in the next three years, at a total cost of 90m.
The new umbrella brand will co-exist with the hotels’ individual designs.
“We have created a brand to bring a degree of consistency to the hotels in the Regal chain. But we still want to keep the individuality of each hotel, which is often integral to its surroundings,” says a spokeswoman for The Partners.
Regal says it has appointed a number of design consultancies to revamp its hotels, but will not name them in advance of an extraordinary general meeting scheduled for later this month.
Lumsden Design Partnership is known to be one of the groups involved. It is currently revamping interiors for The Green Man in Old Harlow (DW 27 February).
Savoy Group is looking for hotels to take over to aid its expansion around the world. A Savoy spokeswoman says the group has yet to confirm any sites and will not be approaching any design consultancies until it does.