Crafting a New Chapter
The Savoy, that story was already legendary.
The Savoy Hotel has long stood as one of London’s most iconic destinations, with a heritage deeply rooted in theatre and the glamour of high society. This project focused on the renovation of its guestrooms and suites, developing two distinct design schemes inspired by its history: one drawing from Art Deco elegance and the other referencing Edwardian refinement.
At GA, design is storytelling. Each project begins with curiosity; a desire to understand the layers of history, personality, and place that give a space its soul. With The Savoy, that story was already legendary.
Our contextual approach was centred on honouring history without directly replicating it. Instead of recreating period interiors, the design emphasises the glamour and sophistication that defined The Savoy’s golden age through carefully considered materials, refined detailing, and layered textures.
Dual Heritage
A scheme defined by poise and quiet sophistication. Drawing inspiration from the historic Savoy Theatre, the Edwardian rooms balance warm silvers, ivory silk, and antique brass with deep accents of ochre and amber, quietly abstracting traditional motifs into refined, modern elements.
The second scheme, as an original catalyst of the Art Deco movement, The Savoy inspired a design grounded in its own DNA. We anchored the scheme in the bold green of the hotel’s landmark sign, capturing timeless glamour and vitality through crisp geometric silhouettes, reflective finishes, and rich, tactile textures.
A strong narrative thread runs through the reinterpretation of stories embedded within the building’s legacy. Bespoke headboards were designed to echo the sweeping motion of the Savoy Theatre’s curtain, while Mikado-inspired bedside lamps subtly reference one of its most celebrated performances.
Designing Within Historic Constraints
Designing within a Grade II-listed icon of this scale brought unique challenges. With no two rooms identical, structural quirks, hidden details, and strict preservation guidelines required a highly adaptive approach. To honour the building's original architectural fabric, we established a clear guiding philosophy: Re-examine, Re-use, Re-invent, and Re-balance.
Original fireplaces were restored, existing marble vanities thoughtfully refreshed, and historic corridor cornices highlighted with concealed coving lights. Custom joinery was designed to seamlessly house modern Guest Room Management Systems, colour-changing mirrors, and automated sheers, ensuring technology sits in effortles
The Savoy Moments
At the heart of the experience are the “Savoy Moments”, thoughtful details that elevate daily rituals into memorable experiences. Bespoke coffee cabinets invite quiet mornings, while evening drinks cabinets transform rooms into spaces for indulgence and conviviality.
