Opinion by Richard Baird.
David Collins Studio is an award-winning interior architecture practice working with brands, businesses and private clients who share their passion for detail, craft and refinement. These include Harrods, Nobu Berkeley, The Connaught Bar and those working within the hospitality, residential and retail sectors.
The studio’s work is described as being iconic, timeless and having a dramatic glamour rooted in a methodology that begins with an idea (this could be lateral and oblique to begin with) which then evolves into a palette of materials, colours and moods, often transforming the familiar into the exotic. This is expressed in the collaborative actions of Bibliothèque Design (brand identity) and Future Corp (digital art direction) to redesign graphic identity and website. This features a subtle intersection of typographic form (custom typeface), material and finish (stationery and business cards) and viewpoints (website).
Assembly is a new hotel from Criterion Capital located on London’s Charing Cross Road. It throws out expensive amenities to instead focus on delivering fun yet sophisticated rooms in a central location. These rooms are aimed at experience-hungry young travellers and competitively priced with interiors inspired by London fashion icons and furnished with best in class beds, showers, sound-proofing and wi-fi.
Brand strategy, developed by Ragged Edge, positions Assembly as the antithesis of the stay in and cosy offering of other hotels. “Get Up And Go” delivers this in a concise and impassioned manner. This is supported by emotive and enthusiastic copywriting and a graphic identity of typographical juxtaposition and imagery that focuses on access to an exciting and diverse urban experience rather than an interior indulgence. This connects posters, interior and exterior signage, social media imagery, tote bags, key cards and packaging.