93 have designed and made London’s newest design hotel, The Pilgrm in Paddington. Working over all disciplines, we have tipped hotel design sideways to explore every miniscule aspect of the journey of design. As well as the interior architecture of the 73 bedroom hotel and public spaces, we have masterminded over 1000 pieces of unique furniture that have been designed and made by '93 Makes'. To complete the circle, we have also created the brand and the website.
Working through from vision to reality, 93 designed concepts for rooms, corridors and communal spaces with focus on materials, longevity and how the hotel would translate over time. We then worked from those concept stages into design detail, room layouts, lighting plans, colour schemes into manufacture, specification and sourcing.
Working over a series of wings and multi-levels with a complicated layout has meant we have honed in on reading the changing architectural landscape from street level upwards. Key features such as the ground floor ‘shop front’ which was hard to read on the street, lost in a myriad of chaos has been designed to position The Pilgrm and give it presence on the road. This gives the impression that the custom built shop front has been there since day one with just the right amounts of heritage grandeur, set off with hand glazed tiles in cobalt blue and gold finishing in all the right places.
Each step of the hotel reveals bespoke pieces including lighting, high end reclamation of timbers and materials, custom upholstery and textiles through to steel and brass formed in 93’s home town of Sheffield.
The reclamation and reuse of architectural salvage is prominent in the hotel’s bedrooms. A particular trademark of 93 that has a deeper meaning than just pleasing aesthetics.
"If you can be sustainable, why wouldn’t you? When it comes to interiors, a beautiful historic building gives us a history, we like to work with what’s already there, we don’t believe in throwaway culture."
"The Pilgrm is a series of Victorian buildings which uncovered many stories as we worked through the scheme. It was only fitting that what we put back into the building had substantial heart and a story worthy of the surroundings, we have worked with materials that will last another 100 years and beyond. The materials we’ve chosen and the way in which we’ve handled them set a precedent to give guests an understanding of a sense of quality and understated luxe. We have designed and made legacy pieces for The Pilgrm that have the benefit of heritage but also the style and elegance to transcend trend."
For us The Pilgrm brand needed to represent a sense of the cinematic. We imagined ourselves walking through the front doors of the hotel and being whisked away into another world - just like in the movies. The branding required a strong typographic treatment reflecting its honest yet impactful intentions. Working with a range of muted uncoated stock papers we have issued official hotel stationery, produced a chunky writing pencil and rather elaborately bold foiled black envelopes for official invitations or memos.
We developed the brand online over several staged appearances as construction in the hotel developed. The website presents a digital design that heroes great and glamorous imagery supported by a compelling narrative and offering. We integrated an online booking platform, provided an area for social and news articles as well as coding a user friendly front end development. The Pilgrm website delivers confidently to a world audience across mobile, desktop and tablet.
"Great care has gone into The Pilgrm's divine refit"
9/10 Style & Character "Meticulous design"
"An artfully designed new hotel"
Condé Nast Traveller
"London's hottest new opening"
The Luxury Editor
"Thoughtfully and sensitively designed, the bedrooms feature the key touches of modernity and luxury"
"Everything has been pared back to focus solely on craftsmanship, comfort and design"