An Icon Reborn

The revered face of London legend the Dorchester Hotel is about to change – Construct is crafting the first full rebrand in its 91 year history. This Park Lane favourite of royalty (rock and roll and the other kind!) is mostly under wraps right now, but will soon reveal a new brand identity as well as new identities for its five outlets.

This has been a twelve-month labour of love for the Construct studio, with Strategists, Designers, Project Managers and Production teams creating a vision for the next generation of this famous hotel, brought to life across more than 100 touchpoints.



We’ve immersed ourselves in historical research, exploring every detail from the heritage of the Dorchester crest, to the logotype, colour palette, use of pattern and how we can bring a fresh, unexpected perspective to an iconic London institution.

“Going forward does not mean denying our past. It does mean becoming our future. It does not mean breaking our traditions. It does mean reinventing them. Now is The Dorchester’s time to evolve.”
More to be revealed soon...!

—Image credit, from the archives, via The Dorchester:
Left – ‘In October 1977, British music royalty David Bowie relaxed in his room at The Dorchester.’
Right – ‘In December 1956, American jazz musician Louis Armstrong’s trumpet echoed down the corridors from his suite at The Dorchester.’