DMA-designed hotel in Victoria makes the press

Double take! Fabulous coverage secured for DMA’s boutique hotel design featuring a facade with two appearances

Plenty of great coverage for our client Dexter Moren Associates (DMA) following their gaining planning consent for a new, 137-key boutique lifestyle hotel on Vauxhall Bridge Road in the heart of Victoria. By focusing the PR on the hotel’s unique façade design and our “double take'“ headline, we managed to secure pieces in target architecture and design press such as Architects Journal and key hospitality sector titles such as Sleeper, Luxury Hospitality, Boutique Hotelier and many more.

Located within less than five minutes’ walking distance from Victoria Station, one of Europe’s busiest transport hubs, the hotel has been conceived and designed to meet the growing demand for tourist and business guest accommodation in the area. DMA’s design has been influenced by the nearby Westminster Cathedral Conservation Area and the relationship between the hotel and neighbouring buildings, fine-tuning its perceived height, scale and massing to settle it elegantly into the streetscape.

DMA’s proposal utilises the two predominant materials used in Victoria – masonry and stone – and the design endeavours to make a unique take on this contextual reference, with a deep facetted façade allocating each material to a specific orientation. In doing so, the sculptural façade geometry creates an interesting play of materiality, with the tonal elements changing depending on the viewer’s standpoint.