Faced with long-term underperformance, low occupancy and a predominantly male clientele, Fuller, Smith & Turner commissioned Sibley Grove to revitalise The Chamberlain Hotel, an Edwardian building near Tower Hill, London. The brief was to re-energise the site, attract a broader demographic and improve profitability.
Sibley Grove’s design strategy focused on spatial reinvention and inclusive design. A second entrance was introduced by opening the building’s rear façade, significantly improving visibility, access and natural light. The hotel’s dark, uninviting interiors were reimagined, with the basement’s outdated conference rooms transformed into a stylish underground cocktail bar featuring flexible partitioning for multifunctional use.
The reception, restaurant, bar, and meeting areas were redesigned to reflect a vibrant, modern hospitality experience. The restaurant was repositioned as a destination, while public areas were zoned for co-working and socialising, creating a venue that transitions fluidly from day to night. Every aspect of the redesign reflected Sibley Grove’s Design for Disassembly principles, with low-waste, low-carbon materials prioritised throughout.
Scope of Appointment
Sibley Grove led full architectural and interior design across all public areas, including structural changes to the building’s rear façade. The scope spanned coordination of both front-of-house and back-of-house areas, with the scheme delivered in phases within an operational, trading hotel.
Recognition
Winner, Brit List Eco Design Award, 2020.
Featured in trade and design press following launch.
Delivered a measurable business turnaround for the client: Improved trade and redefined the hotel’s customer profile, successfully broadening the demographic beyond the previous predominantly male clientele.
Related Projects
Part of Sibley Grove’s ongoing relationship with Fuller, Smith & Turner across their London hotel estate — see also The Counting House – City of London, Drayton Court Hotel – London, and The Fox & Goose – London.
Project Delivery: May 2020
Location: London, UK
