The hotel, which is operated by Denimoor, is set to reopen in July following the rebrand and extensive refurbishment.
Goosebumps was appointed to the rebrand project last summer and was tasked with developing a new name and identity for the hotel. It says ‘The hotel was named The Ampersand precisely because it connects the guests to the very best of the hotel’s locale.’
The consultancy has developed an Ampersand icon, which will be used throughout the hotel. For example minibar shelves for soft and alcoholic drinks will be labelled ‘saints & sinners’ and umbrellas will feature ‘cats & dogs’.
Ben Kingsmill, managing partner at Goosebumps, says, ‘We played with the theme of pairs and contrasting palettes to create a comforting as well as inspiring experience for each and every guest.’
Meanwhile Dexter Moren has developed an interior design inspired by the surrounding South Kensington area, and its Victorian developments.