The Trafalgar St. James London
by DLSM Studio

DLSM Studio has unveiled a transformative redesign of The Trafalgar St. James Hotel, elevating the iconic London property into a five star destination inspired by the theme Exotic Ports of Call. Commissioned by Crimson Hotels, the project reimagines the hotel’s front of house areas, public spaces and introduces six new suites, blending maritime heritage with modern luxury. Drawing from the building’s history as the former Cunard Shipping Company headquarters, the design channels the glamour of early world cruises with rich textures, earthy tones and Art Deco influences.

At the heart of the transformation is The Rockwell Bar and Restaurant, which now functions as an independent destination with a distinct identity. DLSM Studio enhanced its appeal through bold patterns, dramatic planting and layered materiality, making it equally inviting to hotel guests and local patrons. The reception area has also been fully reconfigured, with the removal of a wraparound ramp and large staircase in favour of a sleek retractable marble stair lift. This not only improves accessibility but also delivers a more spacious and welcoming arrival experience.

One of the most ambitious aspects of the redesign is the conversion of a previously unused basement into a collection of luxury suites. These Spring Garden Suites are anchored in biophilic design, integrating real greenery sustained by cutting edge LED lightwells that mimic natural daylight. This immersive lighting technology aligns with guests’ circadian rhythms, creating a refreshing environment despite the subterranean setting.

The interior design integrates seamlessly into the wider cultural and urban context of Trafalgar Square, honouring the building’s legacy while introducing innovative features that redefine guest experience. DLSM Studio has crafted a sophisticated hospitality environment that is both commercially impactful and culturally resonant.

Interior Designer: DLSM Studio

Architect: Morrisons Designs Ltd

Hotel Group: Crimson Hotels Ltd

Construction: Vascroft Ltd

Photography: Stevie Campbell