Originally built in 1888, the all-new Ampersand Hotel will open its doors to the public in July 2012, in time for The London 2012 Olympic Games. The new 110 bedroom destination is just seconds away from South Kensington tube station, on Harrington Road.
The new hotel identity was created by London-based brand consultancy Goosebumps with a design aesthetic inspired by the surrounding and iconic cultural district of South Kensington developed during Queen Victoria’s reign. Aimed at sophisticated business and leisure travellers looking for more character and personality from their stay, the hotel was named The Ampersand Hotel precisely because it connects its guests to the very best of the hotel’s locale.
The two-year project saw Goosebumps create the brand identity and name for the hotel working alongside architects Dexter Moren Associates to weave charm and intelligence across the hotel’s look and feel. The beautiful “ampersand” icon can be found subtly dotted throughout the hotel and enhances the ‘connections’ concept highlighted across the room fittings, signage and catering. For instance, the mini bar shelves for soft and alcoholic drinks will be labelled “saints & sinners”, and guests will be able to shelter under pink and black umbrellas with a “raining cats & dogs” pairing.
Ben Kingsmill, Managing Partner at Goosebumps, says: “It has been an honour to work on such a beautiful and historic hotel, reinvigorating it with a vibrant new image from the naming of the hotel to the atoms of delight for guests to discover in their rooms. We played with the theme of pairs and contrasting palettes to create a comforting as well as an inspiring experience for each and every guest at what will no doubt be the most exciting new hotel in town.”
Anton Fedun, Managing Director at Ampersand Hotel, says: “We are delighted with the hotel rebrand – Goosebumps’ creative work captures the essence of what Ampersand is about, from the welcoming colours and the simplicity of the logo to the ingenuous use of pairings throughout the hotel.”
Every now and then, a brand comes along that breaks the mould, and does something so powerful that is sends a shiver down your spine, and makes the little hairs on the back of your neck stand on end. They're the brands that stand out, that people take into their hearts, and that become the most successful. They're the brands that we build.
Founded by Simon Cotterrell in 2006, Goosebumps is a branding consultancy with a simple aim: to make brands make goosebumps. The agency helps ambitious businesses grow; and conservative clients be brave, with strategies powerful enough to make the hairs on the back of your neck stand on end. Clients include HSBC, Tesco, Peabody Trust, iRed, Novero, Scorpio, The Route, Global Blue and the Brno Orchestra.
About The Ampersand Hotel; www.ampersandhotel.com
The Ampersand Hotel is a new London experience with individually styled bedrooms and balconied suites, splashes of contemporary art, The Drawing Rooms patisserie lounge serving artisanal coffee, sweet and savoury pastries and champagne and a stunning Bellini bar. Apero, an atmospheric vaulted destination cocktail and dining experience on the lower ground floor is expected to become one of The Ampersand Hotel’s focal attractions.