Research of Claridges Hotel
My given subject to research is Claridges Hotel. So i began my research by researching into where it is etc.. as i have never heard of this hotel before.
Claridge's is a luxury hotel in London which is a 5-star and the rooms are all very luxury. More for the high culture lifestyle as the suites are very expensive. Claridge’s is located in Mayfair, one of the most exclusive districts of London and on Brook Street - one of its most desirable and historic addresses. Its elegant seven storeys are within easy walking distance of the chic shopping of Bond Street, art galleries and auction houses, and the leafy acres of both Green and Hyde Parks. And with the West End, the City, and major travel links all equally accessible, Claridge’s is the perfect base from which to explore all that London has to offer, with Buckingham Palace on its doorstep and Selfridges, the main shopping central.
This is a google map of the landmark with all the attractions that are based around it most of these are shopping and food & drink places (Only of the 5star likelihood) and also the theaters & Galleries.
They have won many awards, the most recent is for the service and style that you receive during your stay at the hotel. Here are the most recent awards.
Rooms & Prices
What i noticed when researching prices is that the most expensive rooms within the hotel didn't have the price displayed and you had to ring up. These rooms must have been more than £1000 per night due to that was the maximum amount displayed before the price not been displayed.
The hotel give the children a gift pack on arrival and have lots of amenities to help the stay at the hotel the most stressfree it can be.
Although sadly they didn't reply to my email.
Sell a 1000 lobster a year & 60000 champagne a year
Lobby embraces all Claridge's glamour of building entering special place after coming through revolving doors.
Thomas Cocks- youngest general manager in hotel history.
Dennis Basu American designer piano suite his favourite 5100 a night with private butler 24/7
feel like stepped back in some fine english match in middle of London.
Its not a boutique they would redecorate a room but charge them for it if they asked for it.
Thomas always on call
Too many people flood baths - change all carpets and ceilings etc…
Barry Leithan
500 rooms booked by him by clients to claridges
New competitions
Savoy, Corinthian, Four Seasons
New product new kid on block when open.
Great name & reputation
Luxury rooms - down to interpretations. may ay more money than another person.
Micheal Bonsor
Walk area to see what needs doing make sure everythings perfect, paint outside every two to three days.
Royal suite
changed for every individual and set it up every time they come.
5500 a night -
Melkahs Couple
always in same place
a day of preparation then gets double checked everything ok
attention to detail prepared to arrange for biscuits and coffee table when needed in afternoon.
She gets keys as they joke she knows the place better than staff.
Need to make at least one memory to create another visit an to create loyalty and association with hotel that will make the person into a regular guest.
Episode 2 & 3 would not work.
Art Deco Branding
My given subject to research is Claridges Hotel. So i began my research by researching into where it is etc.. as i have never heard of this hotel before.
Claridge's is a luxury hotel in London which is a 5-star and the rooms are all very luxury. More for the high culture lifestyle as the suites are very expensive. Claridge’s is located in Mayfair, one of the most exclusive districts of London and on Brook Street - one of its most desirable and historic addresses. Its elegant seven storeys are within easy walking distance of the chic shopping of Bond Street, art galleries and auction houses, and the leafy acres of both Green and Hyde Parks. And with the West End, the City, and major travel links all equally accessible, Claridge’s is the perfect base from which to explore all that London has to offer, with Buckingham Palace on its doorstep and Selfridges, the main shopping central.
Claridge's
Brook Street
Mayfair
London, W1K 4HR
T: +44 (0)20 76298860
Brook Street
Mayfair
London, W1K 4HR
T: +44 (0)20 76298860
They have won many awards, the most recent is for the service and style that you receive during your stay at the hotel. Here are the most recent awards.
Art deco and Claridge's
Bold designs of the 1930s
An unmistakable style
An unmistakable style
Claridge’s is London’s art deco jewel. Designed to
perfection in the 1920s, many of its original features remain impeccably
in place.
Easily one of the most exciting eras of design, the art deco
period mixed the natural forms of Art Nouveau with modern influences of
Cubism and Futurism.
The bold lines and sweeping curves of the style give Claridge’s its unmistakable air of timeless elegance.
Art deco arrives at Claridge’s
During the late 1920s London’s bright young things were
partying as if their lives depended upon it, and Claridge’s needed to
modernise.
Claridge’s invited art deco pioneer Basil Lonides to re-design the
restaurant and several suites. His magnificent engraved glass screens
still adorn the restaurant today.
By 1929 the hotel was a world-renowned showcase for top British
designers. Oswald Milne designed a new main entrance, removing the
original awkward carriage drive. A façade of Roman stone and jazz
moderne mirrored foyer completed Claridge’s new look.
The Art deco block
The grand success of the art deco redesign inspired a much
larger project. In the early 1930s Milne added an extension to the east
side of Claridge’s. With its simple cubic outline, the tall brick block
forms both a contrast and a harmony with the main hotel building.
Inside, Milne created a fine suite of reception rooms and guestrooms
furnished with smart, eclectic style. The additions were widely praised
in the press.
Art deco today
David Collins was invited to create the new Claridge’s Bar, while Thierry Despont went on to create Gordon Ramsay at Claridge’s. Claridge’s entered the 21st century in a dramatically modern art deco style.
David Collins was invited to create the new Claridge’s Bar, while Thierry Despont went on to create Gordon Ramsay at Claridge’s. Claridge’s entered the 21st century in a dramatically modern art deco style.
In 1996, Claridge’s embarked on a major design restoration.
Inspired by archive photographs from the 1930s, New York-based designer
Thierry Despont made over the Foyer area in modern art deco style. The
centrepiece of the space is a stunning, up-to-the minute Dale Chihuly
chandelier.
Features and Design
The timeless glamour of Claridge’s is the result of more than a
century of collaboration with some of the world’s most respected and
influential designers.
The early years
The hotel’s original plan was developed by CW Stephens, the architect responsible for Harrods. Claridge’s art deco transformation took place in the 1920s and 30s. At the heart of this were the combined talents of Basil Ionides and Oswald Milne. An original Lalique door panel can still be found at the entrance to The Fumoir.
The hotel today: restoration and innovation
The rooftop apartments were redeveloped in the early 1990s by Veere Grenney.
A series of collaborations with David Collins and Thierry Despont
added flourishes to the Claridge’s Bar, the restaurant and several
suites in the 1990s.
Twenty rooms and suites launched in 2010 were the first interiors projects in the distinguished career of Diane von Furstenberg.
The Ballroom French Salon and Drawing Rooms were restored by noted architect Guy Oliver – our consultant for over 20 years. He has preserved the original features, while introducing the very latest technologies.
In 2012, we completed 25 suites that bear the name of David Linley,
one of Britain’s most-respected designers and craftsmen. The results
combine glorious Victorian and glamorous art deco design with modern
flourishes.
The review of the Hotel
Although the hotel is very expensive these comments do show why people would pay to stay there. They believe that their service is the most important thing to be focused on as it brings customer relationship and therefore the customers will keep returning.
Family Friendly
This is what surprised me the most when i researched into the hotel. As they are very family friendly and they want the children to have an unforgettable experience in London.
At Claridge’s family-friendly hotel they take special
care of our younger guests. You can be sure that the whole family will
receive our renowned Claridge’s service throughout your stay.The hotel give the children a gift pack on arrival and have lots of amenities to help the stay at the hotel the most stressfree it can be.
Gordon Ramsey's Restaurant in Claridge's
This is his restaurant which they say is perfect for occasions the menu has traditional english dishes & modern european classics. Which is prepared only from the finest ingredient.
Master Classes
Also something else that I found surprising was that they did master classes in cooking. Such as Carving Master Class, Christmas Dinner Master Class, Chocolate Master Class & many more.
Primary Research
I sent the hotel an email asking some questions which I couldn't find the answers to on the internet. And also cheekily asked if they could send me some samples of there branding such as menus etc... to see what stock they use etc...
I have now sent the email to many people within the group of the hotel to see if i can get feedback due to the questions been on a too large subject area and therefore may have been unable to answer.
Claridges TV Documentaries
Notes made when watching Inside Claridge's Episode 1:
A small family car cost about the same as to stay one night in a Claridge's hotel room.
Deliver to guest no matter what it is.
They use Google to answer all questions they don't know the answer to.
1984 the person who established & renovate site her portraits are still hung in lobby today.Sell a 1000 lobster a year & 60000 champagne a year
Lobby embraces all Claridge's glamour of building entering special place after coming through revolving doors.
Thomas Cocks- youngest general manager in hotel history.
Dennis Basu American designer piano suite his favourite 5100 a night with private butler 24/7
feel like stepped back in some fine english match in middle of London.
Its not a boutique they would redecorate a room but charge them for it if they asked for it.
Thomas always on call
Too many people flood baths - change all carpets and ceilings etc…
Barry Leithan
500 rooms booked by him by clients to claridges
New competitions
Savoy, Corinthian, Four Seasons
New product new kid on block when open.
Great name & reputation
Luxury rooms - down to interpretations. may ay more money than another person.
Micheal Bonsor
Walk area to see what needs doing make sure everythings perfect, paint outside every two to three days.
Stays 52 nights a year in exchange for drawings- David Downtown
Fashion artist in residence. He draws the clients who visit the hotel. Royal suite
changed for every individual and set it up every time they come.
5500 a night -
Melkahs Couple
always in same place
a day of preparation then gets double checked everything ok
attention to detail prepared to arrange for biscuits and coffee table when needed in afternoon.
She gets keys as they joke she knows the place better than staff.
Need to make at least one memory to create another visit an to create loyalty and association with hotel that will make the person into a regular guest.
Episode 2 & 3 would not work.
Most Luxury Hotels
The top 10 most luxury hotels in the world.
When searching for most luxury hotels i came across this website which names the top 10 most expensive suites.
The most luxury hotel in Leeds could be The Queens Hotel due to its art deco glamour & style. Which is also portrayed in Claridge's.
In my research of luxury hotels i have come across that most of them portray themselves to ave an art deco glamour. They all base there style within that style. Therefore i believe i am going to research further into the art deco era.
Art Deco
It was not just for the elite. By the 1930s, mass production meant
that everyone could live in the deco style. Travel became popular.
African safaris were all the rage and animal skins, ivory, mother of
pearl, and tortoiseshell began to appear in the home. After
Tutankhamun's tomb was discovered, Egyptian pyramids and sphinxes
adorned everything. The style is very geometric & elongated lines with simple shapes & patterns.
- geometric and angular shapes
- chrome, glass, shiny fabrics, mirrors and mirror tiles
- stylised images of aeroplanes, cars, cruise liners, skyscrapers
- nature motifs - shells, sunrises, flowers
- theatrical contrasts - highly polished wood and glossy black lacquer mixed with satin and furs
- art nouveau - deco kept the nature motifs of its predecessor but discarded its flowing organic shapes and pastels for bolder materials and colours such as chrome and black
- cubism -painters such as Picasso were experimenting with space, angles and geometry
- early Hollywood - the glamorous world of the silver screen filtered through to design using shiny fabrics, subdued lighting, and mirrors. Cocktail cabinets and smoking paraphernalia became highly fashionable
- Eileen Gray - furniture
- Raymond Templier - jewellery
- Clarice Cliff - china
- René Lalique - glass and jewellery
- 1912 RMS Titanic sails
- 1922 Tutankhamun's tomb is discovered
- 1922 Ulysses by James Joyce is published
- 1931 Empire State Building is completed
- Film stars - Greta Garbo, Marlene Dietrich, Ginger Rogers and Fred Astaire
- The charleston and tango are the latest dance crazes, jazz is born and the singer Josephine Baker thrills Paris
Get the look
- Furniture - choose strong, streamlined shapes for furniture and in single pieces rather than suites.
- Fabrics - stick to plain or geometric fabrics and add highlights with cushions also in one solid block of colour.
- Floors - plain polished parquet is perfect for floors. Linoleum in abstract designs or black and white checkerboard vinyl tiles are also typical.
- Rugs - floors would have been overlaid with a large rug in geometric patterns. These were often handmade by artists such as Duncan Grant (of Bloomsbury Group fame).
- Fireplaces - fireplaces should be rectangular and bold. Surrounds were often tiled in pink, green or beige. They were made of concrete and not many survive today.
- Colour - halls suit bold colour schemes such as silver, black, chrome, yellow and red. Creams, greens and beige, or oyster and eau-de-nil suit living rooms and bedrooms.
- Cupboards - cabinets, wardrobes, etc should be in pale veneered wood and simple shapes in keeping with the light, airy feel.
- Design - the stepped profile is the epitome of the art deco shape, found everywhere from uplighters to picture surrounds. Also look for zigzags, chevrons and lightning bolts.
- Lighting - lights featuring female figures holding the ball of the lamp are typical and good reproductions abound. Also look for chrome, a brand new material at the time, and glass. Glass would have been etched, sandblasted or enameled rather than coloured.
Art Deco Branding
When typing this into google the rebranding o the Claridges came up which shows great links to my research topic.
Claridge’s famous past and it’s Art Deco interiors, London branding specialists construct
have gracefully updated the hotel’s logo and identity, working on a
number of products that truly showcase the hotel’s special character
through their inspired new visual personality…..
The design has been based on the zebra rocking horse.
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| This is the childrens gift bag that will be given to them on arrival. |
I really like this re brand of Claridges its classy yet very modern and
sharp looking. I see the likeness with Tiffany's with the fresh jade
colour, but i think the use of a black and white chevrons sets it apart
and adds great definition. I believe that it is s good thing to be related to tiffany's as its the same target audience and also links with it been able to work across a range of items.
Boux Avenue
Brand inspired by quintessential hotels of the Art Deco movement. The brand was implemented instore, online, and across all merchandise. As well as covering traditional applications: packaging, stationery, ticketing and apparel, the brand has also been rolled out across an innovative digital POS system.
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| Ritz |
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| Art Deco Hotel |
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| Model Agency Branding |
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| Art Deco Inspired Food Packaging |
Art deco can be used on everything as you can see the interpretation in all the examples above. Art deco is mainly shown through the font chosen when been used in design, also it is usually simple but effect no mixed media used.
Luxury Hotels Branding
The Liberty Hotel Branding
Sankara Hotel
You can tell all these are luxury branding for hotels due to the stocks used and the detail to small factors. The use of the logo on every design they do also suggests the reliance on the name of the hotel so therefore the reputation of the hotel is passed on to the design. The colours used are all warm & welcoming and well throughout and designed.
Product & Distribution Brief Research
We was then given another brief to create something for distribution, packaging or publication. Although I had made initial ideas such as a hotel brochure which would come under publication and also branding of champagne and chocolate etc... so therefore would be packaging I decided to go for the welcome package for the hotel clients. They don't use a welcome package at the moment but I thought it would be a good idea to brand as this is an insight of what the hotel has to offer and history in there own space they can find more out about the hotel.
Therefore I decided to research further into hotel welcome packages as i have done some research into branding where the welcome packages came into context but I wanted there to be something different in the packages, rather than the usual bog standard items. I am unsure at the moment what i want to put into it and also if i am wanting to do claridge's hotel welcome package as they don't have one or if i re brand a new hotel. Or if i do a remake of claridge's but mimic it and in visage take the micky out of it.
After Critique
I have decided to create a welcome package for claridge's themselves using their existing logo etc... and this is now my further research in to more intriguing welcome packages as from my feedback i was told to look at Michel Berger hotel and how i can make it more than a boring old welcome package.
You can tell all these are luxury branding for hotels due to the stocks used and the detail to small factors. The use of the logo on every design they do also suggests the reliance on the name of the hotel so therefore the reputation of the hotel is passed on to the design. The colours used are all warm & welcoming and well throughout and designed.
Product & Distribution Brief Research
We was then given another brief to create something for distribution, packaging or publication. Although I had made initial ideas such as a hotel brochure which would come under publication and also branding of champagne and chocolate etc... so therefore would be packaging I decided to go for the welcome package for the hotel clients. They don't use a welcome package at the moment but I thought it would be a good idea to brand as this is an insight of what the hotel has to offer and history in there own space they can find more out about the hotel.
Therefore I decided to research further into hotel welcome packages as i have done some research into branding where the welcome packages came into context but I wanted there to be something different in the packages, rather than the usual bog standard items. I am unsure at the moment what i want to put into it and also if i am wanting to do claridge's hotel welcome package as they don't have one or if i re brand a new hotel. Or if i do a remake of claridge's but mimic it and in visage take the micky out of it.
I like the way they have used the same colours throughout to make it link through the logo. Although i don't think the white background would be very beneficial to my theme due to it doesn't look very luxury.
When i seen this i didn't know how it worked but then i realised the innovative design of this package. I like the use of putting the flyer on the front page and using it as the front cover design.
This is a restaurants branding but i like the simplicity of colours. Although, it makes the design very cold and they have lots of cool and interesting added factors such as car air fresheners etc.... The logo is again across all the items and then creating consistency across the whole branding.
This is a modern luxury hotel re branding, again black & white has been used which therefore make the design cold to me and wouldn't like design in my hotel room as it might make it cold. The designs are very clean and simple and the messages are clear.
This is wallet has a innovative design i like the different little slips. This hotel is themed and this fully following this theme. I like the use of the newspaper to match the Edwardian style etc... And the leather look like menu. The use of gold ink has made a luxury feel and and help enhance the design.
This set of books to explain the history and the views and services at the hotel with the box to put them all in is a very clever idea to put in there room at night for bedtime reading.
This is a holiday brochure which is very relevant to my research theme although, this is the wrong target audience that is been aimed.
This is a branding for luxury hotel in the Sahara desert i like the use of the colour purple it reminds me of luxury and friendly feelings. I like the use of not using a bog standard shape and creating fancy edges.
After Critique
I have decided to create a welcome package for claridge's themselves using their existing logo etc... and this is now my further research in to more intriguing welcome packages as from my feedback i was told to look at Michel Berger hotel and how i can make it more than a boring old welcome package.
This is the Michel Berger hotel in Berlin. I was told about these in the crit and how they use a different approach to the welcome pack and not just using bog standard expectations of the items inside of the wallet. These are the only two things i can find on the internet disappointingly. But this kind of theme matches the hotel as it has weird fixtures & fittings and therefore tells you how to get into bed & what you can do in the bedroom etc...
The use of using a different thing to make a wallet. This hasn't used a paper stock and they have used material to create this wallet therefore longer lasting. I like the different pockets for each individual items.
This is very cool and i like the use of putting on the bag what you know they will do. The use of no capital letters its therefore very informal. And in a very basic envelope.
The idea of putting chocolates in the room is very grand gesture and this is very elabourate way of opening the box. I think i will make chocolates but only make it for a few chocolates. I like the use of ribbon also.
This is a very unusual way to portray a message. I like how they have used an usual piece of material. Although this wouldn't be the appropriate for what i am wanting to do due to this needs to be in the restaurant etc..
After doing further research into more things which are different to put into a welcome package i believe that these are not appropriate as the audience is a totally different target. Due to words such as shagging etc... everything is simple and straight forward to put there clients at ease therefore don't need instructions.
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