One Leicester Street hotel

Via Creative Review:

“A Practice for Everyday Life (APFEL) has created an identity system for boutique hotel One Leicester Street, with interior design by Universal Design Studio. The hotel is the latest addition to Singapore hotelier Peng Loh and chef Tom Harris’s Unlisted Group, and is located in the former St John Hotel in London’s Chinatown. (Harris was head chef at St John and earned a Michelin star there in 2012). Working with Comradettes, who designed staff uniforms and Sister Arrow, who provided menu illustrations, APFEL and UDS were set the brief of designing a brand identity that extends beyond a logo and ‘permeates through every part of the hotel and restaurant.’

The mix of old and new is also at the centre of APFEL’s identity system, which combines traditional serif type with sleek design. Menu illustrations by Sister Arrow (George Mellor) reference 17th and 18th century botanical drawings but use neon colours for a contemporary and slightly psychedelic feel, while 'do not disturb’ signs (below) feature silhouettes of kissing couples and dusting maids instead of the usual message.”