The Prince Akatoki Hotel, London

For the luxurious Prince Akatoki hotel in London, we redesigned the existing hotel completely to be a new Japanese concept.

The Study, one of the hotel’s communal areas.

The Prince Akatoki London, now part of the Seibu Prince Hotels, launched its first property in London in September 2019.

Our brief was to refurbish the 82-room former Arch Hotel in the heart of the West End, with a focus on bringing Japanese design and hospitality ideals to the West.
We designed the interiors and branding for the hotel’s rooms, public areas (reception, sanctuary, communal workspace, corridors, lift lobby), and its F&B offers – TOKii, and The Malt Lounge & Bar.

We followed principles of a strong design, attention to detail, craftsmanship, natural and sensory elements, and wellbeing, to bring the spaces to life.

Hotel reception area.

Simple and geometric blond timber furniture in the guest rooms.

Blonde timber screen divides the Reception area from The Sanctuary.

Nature is a continual reference in the rooms within the wall art and ikebana.

The Sanctuary, a communal area of the hotel.

Throughout the design there was a strong focus on craftsmanship.

Guest Rooms

Each guest room has been created with care to ensure that every detail is well-crafted and graceful in its simplicity. The rooms have minimal, low-level bed frames, backed by a serene fusuma inspired headboard. The lighting and FF&E introduce elegance to the guest rooms, through the use of blonde timbers, simple geometries and neutral tones.

To complete the experience, we designed lighting to mimic the rising and setting of the sun

Nature is a continual reference in the rooms within the wall art and ikebana. We handpicked Scandinavian furniture for their natural, light, minimal feel, to complement the interiors of the bedroom.

Common Areas

B3 Designers also designed the Reception, the Sanctuary (lobby), the Study (communal workspace), and lift landing areas throughout the hotel.

The Sanctuary, a communal area of the hotel with Scandinavian style furniture.

F&B Spaces

We conceptualised and designed the hotel’s two distinct F&B spaces – The Malt Lounge & Bar, and TOKii, to cater to both in-house guests as well as Londoners.

A Walk Through The Hotel. Video
Courtesy: 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 hotels’ 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.

"When we rebranded from a British hotel to a Japanese hotel, the task we put to the team at B3 was monumental. The brief we gave them was to encapsulate the attention to detail as found in Japanese culture and bring that into the hotel. From day one our expectations were quite significantly exceeded. Each team member at B3, led by Mark, are not only fantastic designers but artists in the field of creating an ambience that fits the ideas we had on paper. Thank you, Mark and team!"

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The Prince Akatoki Hotel, London