BWP brands ‘opulent’ Soho boutique hotel

Retail and leisure design specialist BWP Group is branding a new boutique hotel and retail development in London’s Soho.

The ‘deliberately opulent’ branding is intended to ‘fly in the face of the recession’, says a BWP spokeswoman.

Property group Consolidated Property Corporation appointed BWP last week following a creative unpaid pitch against at least one other consultancy.

BWP has named the 2470m2 development in Old Compton Street Soho Central. It will include a 35-room boutique hotel, two retail units, a restaurant and a rooftop bar.

‘We went to the client with one wacky and one more premium branding idea,’ says BWP art director Tim Davies. ‘The client went for the premium one as it’s hoping to attract premium hotel and leisure operators and retailers,’ he adds.

The project includes a book about the development with a leather-studded cover (pictured), echoed in hoardings.

The hoardings, book, website and logo will be completed in about six weeks.