One Leicester Street, which opens in May, will be on the site of the St John Hotel which opened in 2011 but went into administration towards the end of last year.
One Leicester Street will be operated by Singaporean hotelier Peng Loh and chef patron Tom Harris, and will be part of the Unlisted Collection, which currently operates six hotels and six restaurants around the world.
Apfel says it has aimed to develop an identity in which ‘simplicity is key’, with the simplicity stemming from the brand name being the building’s address. The consultancy worked with Sister Arrow to provide illustrations and clothing designer Comradettes on the uniforms.
The main logotype uses ITC Barcelona, which Apfel co-founder Kirsty Carter describes as ‘clean and classic but with unusual characteristics’. She adds, ‘Its flourishes on the E and R were key to give the logotype a character and also would lend well to the hand-painted signage we were doing throughout the space.’
Menus and wine lists feature botanical illustrations from Sister Arrow, and Carter says the aim is to work with a different illustrator each year ‘so that this aspect of the identity is constantly evolving’.
She adds, ‘The brightness of the red in the logo and stationery is echoed in the vibrant, fluorescent menu and bar illustrations by Sister Arrow, and the elegant, bespoke smartness and hints of tradition in Comradettes’ uniforms are also in evidence in the interior design throughout.’
UDS, meanwhile, has developed interior designs across One Leicester Street, which features 15 bedrooms, a bar and a restaurant.
One Leicester Street says the bar and restaurant will feature ‘muted grey’ walls and oak parquet flooring. A ‘generous leather banquette’ will flank one wall.
The bar will feature a palette of deep blues and greys, while rooms will be ‘soft and warmly lit’.
UDS says, ‘We have crafted a fresh look for this iconic site through the use of soft colour palettes, bespoke lighting and quality furniture pieces that provide comfortable, luxurious places for enjoyment.’
One Leicester Street is set to open on 1 May.