The London Hotels


The Blackstone Group came to Korn Design with a compelling challenge: create a new luxury hotel brand with a strong perspective and a unique voice to raise the bar in guest experience. We led the creative team to launch The London Hotels, with locations in New York City and West Hollywood.

The goal was to create a new brand that was to embody sophisticated English sensibilities while avoiding caricatures and clichés.


The London Hotels brand represents a true bringing together of the best of each of its namesake cities, introducing a rearticulation of a truly modern cosmopolitan hotel. The understated subtlety of the visual identity is punctuated appropriately with moments of bespoke surprises and wit. The entire brand experience is highly tactile throughout the interiors, beautifully imagined by David Collins Studio, as well as on the printed collateral with stitched seams and luxe guest amenities. Every surface and moment of contact with the guest has been considered. From the careful honing of the brand’s voice and attention to each experiential touchpoint throughout, nothing feels superfluous or prescribed, always conscious of where form, utility and service combine to create an incomparable brand experience.

New York appropriately takes on a more handsome and Midtown Manhattan style than its sunnier and more casual 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, the other with the graceful edge and energy of Midtown Manhattan, capturing the mix of each with The London brand at the core.

Both properties continue to shine in their respective markets, and in 2010 The London West Hollywood was named Travel + Leisure’s #1 Hotel in California, as well as one the world’s top 50 hotels.

60% increase

As compared to its previous performance as The Bel Age hotel, The London West Hollywood achieved a 60% increase in RevPAR index to 130.5%.

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