CHALLENGE Transform The Imperial into a contemporary four-star lifestyle hotel, creating distinctive F&B destinations and hospitality experiences that elevate the guest experience, attract local audiences, premiumise the overall proposition and enhance commercial performance.
POWER OF HOSPITALITY THINKING™ We developed two complementary F&B concepts alongside the interior design of key public spaces as part of the hotel's wider transformation. Edit Bar & Lounge was conceived as an all-day destination serving hotel guests and Bloomsbury locals alike, while Arcus Rooftop celebrates the unpredictability of British weather, creating a distinctive destination above the city. From concept and positioning through to brand, guest experience and interior design, we created a cohesive yet distinctive collection of hospitality experiences that elevate the hotel's overall proposition.
OUTCOME Reopened in 2026 following a major transformation, The Imperial now features 357 redesigned bedrooms and suites, revitalised public spaces and a distinctive new F&B offering. Arcus has quickly attracted positive reviews and media attention as a new London rooftop destination, while Edit provides an all-day hospitality experience at the heart of the hotel. Together, these spaces strengthen the property's appeal to guests and the wider London market.
From a Reimagined Front of House
To a Showstopping Rooftop
Once-in-a-generation transformation
One of London's most recognisable Brutalist hotels reimagined as a four-star lifestyle destination with a landmark rooftop venue overlooking the city. 109 online 5★ reviews