DesignLSM Transforms Bloomsbury’s Iconic Venue with Modern Charm & Nostalgic Elegance

The London Pub, nestled beneath the Royal National Hotel in Bloomsbury – the City’s largest hotel offering, has re-opened following a striking interior redesign, led by acclaimed design agency DesignLSM, alongside an internal branding evolution. With the studio’s expertise in crafting exceptional hospitality spaces, this transformation delivers a modern interpretation of the City’s charm while complementing the evolving estate under the stewardship of Imperial London Hotels.

At the heart of the redesign, the team were challenged to convey the essence of a ‘traditional’ London pub experience, without the opportunity of being located within a heritage property. As guests step in, they embark on a visual journey through the bustling streets of London, where eclectic art pieces and materiality, typically found in an old British pub, such as timber panelling and brass, were interpreted in contemporary ways to create a dynamic and inviting atmosphere. Vibrant modern hues harmonise with light industrial materials, seamlessly blending different eras to reflect the rich tapestry of London’s history and culture.

The centrepiece of the space is undoubtedly the distinctive glowing bar, a captivating showcase of design evolution. Drawing inspiration from London’s iconic transport networks, patterns, and graphics reminiscent of tube lines and the flow of travel, a striking geometric tile wrap guides guests to this central social space that buzzes with energy.

The faceted mirrors, illuminated by mesmerising lights, are a nod to the magnificent glass buildings and skyscrapers found around the city, creatively interpreting the dazzling way that light bounces off them. Meanwhile, retro-modern details such as 1970’s-style clear glass blocks, traditional oak timber, and antique brass accents evoke a sense of nostalgia, seamlessly blended with modern elements to create a unique aesthetic.

Stepping outside, a large external pergola structure offers a charming outdoor social space for year-round enjoyment, where black and white tile planters contrastingly sit against bright coloured furniture, with a palette that’s been inspired by the city’s travel network.

The design pillars for this project (genuine, explorative, energic and eclectic), have remained integral to creating an authentic, characterful, and friendly drinks and dining destination. Injecting new life into the venue through fun artwork, traditional detailing, and a warm ambience, DesignLSM have crafted an inviting space where guests are welcomed to rediscover the timeless allure of London’s iconic watering holes whilst enjoying a delightful menu packed full of British classics and local craft beers.


About Alys Bryan

Alys is a knowledgeable design editor who is focused on instigating conversations, both online and in-person, with industry experts which challenge, educate and advance the commercial interior sector. Her training and 15 years of professional experience as a furniture designer for the commercial sector makes her uniquely placed to lead Design Insider as Editor
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