Bringing a Cosmopolitan Lifestyle Brand to the Luxury Boutique Market
In the mid-2000’s, the invitation to help create and launch The London Hotel brand with the incredible development team at Blackstone was a true gift– a celebration of our sweet spot. It was a memorable moment in time when boutique hotel concepts were having their heyday and the market was pretty cluttered and confused. Our vision was to disrupt by migrating the independent hotel experience up the food chain into the luxury lifestyle space.
Having the success and experience of transforming the SAVOY Hotels in London in their quiver, the first of the bi-coastal sister properties, The London NYC in mid-town New York, brought to light Blackstone’s deep understanding of European style, sensibility, and a unique service approach to sophisticated living.
No doubt, much skepticism arose with the bold choice of name here, but we were all clear from the start: this brand would avoid cliché and embody the feeling and sensibility of a truly modern cosmopolitan hotel.
The London Hotels brand represented a coming together of the best of each of its namesake cities, while offering something entirely new, and rearticulated for the U.S. landscape. We were lucky to collaborate with the U.K.-based design firm, David Collins Studio, whose beautiful interiors captured a highly tactile and wholly original aesthetic. We honor the memory and brilliant talent of David Collins and celebrate our amazing symbiotic working relationship with the project’s designer and now Creative Director of David Collins Studio, Simon Rawlings.
The London NYC appropriately took on a more handsome and Midtown Manhattan style than its sunny and glamorous West Coast sister, The London West Hollywood. The subtle but notable shift is achieved through distinct color palettes, patterns and materials. The lifestyle photography – by inspired Brit photographer Antony Crook – tells each of The London stories: one smattered with diffused sunspots and palms and a distinctly LA edge, the other with the tailored sophistication and energy of Midtown Manhattan, capturing the mix of each with The London’s European influence at the core.
Incomparable, iconic, timeless.
We are excited to share 25 pivotal projects, partnerships and creative moments with you over the next six months. Subscribe to our Newsletter to get monthly updates of our 25 years of projects. Follow us on Instagram to see more behind the scenes at Korn over the last 25 years!