DLSM STUDIO has completion the redesign of The Trafalgar St. James Hotel, located at Trafalgar Square. The redesign of the five-star property involved transforming the ground floor front-of-house – including the reception, lounge, The Rockwell bar, and washrooms – along with the strategic addition of six new basement suites.
The basement, previously underutilised, now features lightwells that emulate natural sunlight throughout the day, enhancing the guest experience and unlocking new revenue potential.
The overarching design narrative, titled Exotic Ports of Call, draws inspiration from the building’s maritime history. Once the headquarters of the Cunard Shipping Company, the property’s narrative pays homage to the iconic 1922 world cruise of Cunard’s Laconia. This era of steamship travel represented a golden age of exploration, where travellers experienced diverse cultures and exotic destinations.
The design aims to reflect this sense of adventure and sophistication by incorporating rich textured fabrics, layered materiality, earthy colour palettes, bold patterns, and dramatic planting. Influences from cultural contrasts and tropical landscapes, including the Caribbean islands, New York, the Bahamas, Cuba, Panama, the West Indies, Northern Africa, and the Mediterranean, are woven throughout the hotel’s interiors.
DLSM Studio has sought to balance opulent art deco elements with contemporary luxury to create a cohesive and immersive environment. Moulded plaster panels in the reception depict tropical flora and fauna, complemented by striking marble flooring. The ground floor lounge and The Rockwell Bar have been envisaged to transition seamlessly from day to night.
Throughout the property, the scheme has utilised custom-designed carpets, unique artworks, and sculptural elements that add layers of texture and narrative. www.designlsm.com
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