The Bloomsbury: Doyle Collection
Identity
The Doyle Collection, a privately owned group of luxury hotels, asked Brave New World to create a new identity for each hotel in the group. The Bloomsbury, situated in London's publishing district and housed in a 1928 masterpiece designed by Sir Edwin Lutyen, was our first project for the group. The new identity is a contemporary take on the Art Deco roots of the hotel. Air Force blue and copper are the primary colours, echoing the literary salon-style of the original Bloomsbury Group. The typography and the imagery for the hotel were created by Brave New World and the interior re-design for the hotel also follows the concept boards devised by Brave New World.
The interior restoration and the identity of The Bloomsbury have been hailed as a landmark event, attracting and inspiring design-devotees from all over the world, and placing The Bloomsbury at the apex of the Doyle Collection. Brave New World also went on to create the names and identities for The Bloomsbury Club, The Coral Rooms and the Dalloway Terrace in the hotel.
