The revered face of London legend the Dorchester Hotel underwent a full transformation, crafted by Construct. This was the first rebrand in its 91 year history, including a new hotel brand identity and bespoke identities for its five outlets.

We 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 could bring a fresh, unexpected perspective to an iconic London institution. It was important for us to understand the mood and era during which the hotel was originally conceived in the 1930s and how this could be translated to a moment almost 100 years later in order to capture the attention of the new luxury customer. This wasn’t about a vision of the past, but an attitude to the past that reverberates with the future.

The project was a twelve-month labour of love for the 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.

Selected images courtesy of The Dorchester.