Dalloway Terrace
Identity
The Bloomsbury Hotel’s Dalloway Terrace is named after the enigmatic protagonist of Virginia Woolf’s celebrated novel, ‘Mrs Dalloway’. A homage to the ‘Bloomsbury Group’ of early Twentieth Century writers and artists led by Virginia Woolf, the Dalloway Terrace now boasts more than a hundred thousand followers on Instagram. It has become one of the most photographed spots in London.
‘‘She stood there: she listened. She heard the names of the stars.’’ – Mrs Dalloway, Hogarth Press. Brave New World set about creating a terrace in honour of Mrs Dalloway under the stars of Bloomsbury, with Art Deco benches and walls cascading with seasonal flowers (‘Mrs Dalloway said she would buy the flowers herself’). The terrace is a tribute to the novel’s evocation of a distant, charmed past before the world became a slave to modernity. We created the terrace’s striking logo from lettering and type-setting redolent of 1925, the year 'Mrs Dalloway' was published.
