CC Bar designed by Freytag Anderson3 March,2015
Opinion by Richard Baird.
Glasgow based design studio Freytag Anderson recently worked with Fraher Architects to develop the brand identity and collateral for Champagne & Cocktails at the Hilton Hotel, 22 Park Lane, London. Based around a monogram, midnight blue colour palette, hand crafted finishes of wood cut and etched glass detail, and both visual and material texture, Freytag Anderson delivered what they describe as a luxurious and old-world aesthetic that is refined and accessible, and works alongside a contemporary interior. The project included window decal, business card and menu design.
Identity is very much established by the strong shapes and fine detail of Fraher Architects’ interior design work, with the monogram, menus, stationery and patterns created by Freytag Anderson comfortably and appropriately placed on the periphery.
The geometric qualities of solid cylindrical chairs, rectangular tables and floor tiles offer contrast to and work well to hold the fine organic and high quality material detail of wood grain, fabrics and what looks like Egyptian marble. These are complemented by the smaller handcrafted flourishes of faceted copper champaign buckets and candle cradles, and a colour palette of light natural tones and a deep blue. Coral and leaf-like cut panels break up the robust forms of the furniture using light and shadow from the ceiling and illuminated alcoves. The result is an interesting and distinctive mix of wood, stone and fabric craft, organic and architectural forms, warmth, comfort and quality.
The contrast of elemental form, fine material texture and craft which exists throughout Fraher Architects’ interior design and furnishing, makes its way into Freytag Anderson’s identity treatment through the visual texture of vertical strokes applied to glass partitions—breaking up but not isolating spaces—the physical tactile surface texture and dyed boards of business cards and menu covers, and the light monolinear lines of a simple monogram.
The monogram’s light line weight and plenty of internal space, consistent angles, container shape, an overall simplicity of form and straightforward resolution of the double C appears timeless and unfussy, and allows it to sit comfortable within and not detract from a rich interior. More from Freytag Anderson on BP&O.
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