The Prince Akatoki Hotel
London Hotel Sees 40% Increase in Room Rates With Design Transformation to Japanese Concept
The Prince Akatoki, located in the heart of London’s Marble Arch, rebranded from the Arch Hotel in 2019. The hotel’s team approached B3 Designers to revamp the entire property to be in line with the new owners’ Japanese concept. This case study describes our design process and ensuing results.
Project
The Prince Akatoki Hotel
Location
Marble Arch, London
Number of rooms
82 rooms & suites
F&B
The Malt Lounge & Bar, and TOKii
Operating company
Seibu Prince Hotels & Resorts (HQ: Tokyo)
The Brief
How Do You Redesign and Convert 80+ Rooms in 6 Months?
The new owners, Seibu Prince Hotels & Resorts, purchased The Arch hotel in 2018 with the aim to rebrand the property to their flagship luxury brand – The Prince Akatoki. The space needed to transform fully, and bring in concepts that would appeal to a new clientele which would include both locals and tourists – all in the short span of 6 months. This would be their first Prince Akatoki in the UK. They needed a partner that could see them through – from concept to completion.
What We Achieved
The hotel is now able to sell rooms at 40% more than its predecessor. The new design and F&B concepts have offered a unique opportunity to pull up the average occupancy, room rates, toplines and ROI.
The hotel is now able to sell rooms at 40% more than its predecessor. The new design and F&B concepts have offered a unique opportunity to pull up the average occupancy, room rates, toplines and ROI.
The hotel is now able to sell rooms at 40% more than its predecessor. The new design and F&B concepts have offered a unique opportunity to pull up the average occupancy, room rates, toplines and ROI.
The hotel is now able to sell rooms at 40% more than its predecessor. The new design and F&B concepts have offered a unique opportunity to pull up the average occupancy, room rates, toplines and ROI.
The hotel is now able to sell rooms at 40% more than its predecessor. The new design and F&B concepts have offered a unique opportunity to pull up the average occupancy, room rates, toplines and ROI.
Concept Direction
Narrative, moodboards,
and feasibility
As an introduction to the design process, we defined a story to bring meaning to an idea, through the description of form, space, colours and texture. Then we established mood boards which inspired our colour scheme, material boards, details and finishes. Feasibility planning enabled us to consider all aspects and opportunities, keeping in mind operational needs and all constraints of space.
Concept Direction
Developed planning, material
palette, Initial sketches
Developed planning
Following feedback from concept direction, we took on board all comments to develop the next planning stage.
Material palette
We put together material boards that reflected everything we were inspired by. The client was able to see, touch, feel what the end result was going to look like.
Initial sketches
We developed axo sketches to visualise how the spaces communicated with each other, and to make the colour palette come alive.
Technical Design
Drawing pack &
Detailed schedules
We then prepared the full drawing pack including all technical and detailed drawings. We also created schedules to define all styling items, artwork, FF&E – catalogued with finishes, prices and fire ratings.
Concept finalization
Elevations, CGIs
The concept was brought to conclusions in this stage. We finalised the entire concept into plans, elevations, and moodboards for final client sign-off. We then worked on the CGIs to capture the overall space, volumes, textures, lighting, and details, in a realistic format.
Implementation & Expansion
Project management, styling,
photoshoots, marketing material
At this design administration stage, we liaised with all teams involved to ensure the project was implemented to perfection, advised on design changes and development, and visited the site regularly to be actively involved in the progress. We worked on styling and photoshoots, and ensuing marketing, PR, and promotional material.
Branding & Graphic Design
We created the brand identity, menu designs, and additional collateral for the two F&B spaces, Malt Lounge & Bar, and TOKii. We were inspired by Japanese philosophy and concepts like kintsugi, using soft and natural materials like linen, birch twigs, and hints of gold foil.
Feedback & Reviews
Awards
Outstanding Property Award, Interior Design - Winner - Europe.
The Prince Akatoki Hotel, London.
OPAL awards the most outstanding Interior Design, Architectural Design, and Property Development projects, the only Award of its kind that celebrates creativity and ingenuity of the most unique properties in the world.
Paris Design Awards, Graphic Design - Winner - Europe.
The Prince Akatoki Hotel, London.
The DNA Paris Awards are design awards for creative thinkers and makers. They award work that stands out, makes an impact, and deserves international exposure.
Brit List, Interior Design - Top 25 List - UK.
The Prince Akatoki Hotel, London.
The Brit List celebrates UK’s leading interior designers, architects, hoteliers, and suppliers operating in Britain. B3 Designers made the “Top 25 Interior Designers in the UK” list for our work at the Prince Akatoki.