Evolving a Brand: Thistle Hotels for Clermont Hotel Group
We’re proud to share our latest project for Clermont Hotel Group—an exciting step in the evolution of the established Thistle brand. Our work focused on updating and refining the guest experience across the Thistle estate, starting with the Bloomsbury Park Hotel.
Our scope included the design of hotel bedrooms, guest bathrooms, and corridors, as well as the creation and delivery of fully styled sample rooms at the Bloomsbury Park location. We produced a comprehensive design pack for contractor and supplier tender, coordinating new M&E services and specifying all FF&E items. To support design decisions, we developed tailored layouts across five room types, ranging from standard doubles and deluxe kings to spacious family rooms.
Heritage and History, Contemporary Comfort
Built in the 1800s, Bloomsbury Park Hotel is rich in architectural character and historical context. Our design draws from Thistle’s “curious explorer” brand personality, with styling inspired by local landmarks—particularly the iconic glazed roof of the nearby British Museum.
The building’s unique architecture means many of the rooms fall outside standard layouts. Through thoughtful space planning and custom-designed casegoods, we created a solution that maintains operational efficiency while enhancing the guest experience.
Warm, Welcoming, and Thoughtfully Designed
The refreshed rooms feature a confident yet calming colour palette of navy and ochre. Our material selections are not only aesthetically pleasing but also practical and durable—perfect for high-traffic hospitality environments. The result is a peaceful, welcoming space where guests can relax in comfort and style.
Feedback from both the client and their guests has been overwhelmingly positive, and we are now working with the Clermont team to roll out this design concept to additional Thistle locations across London.
