'Some restaurants have second acts. The Holborn Dining Room is now worth a standing ovation.'
Holborn Dining Room
Des McDonald Associates responsibilities during this 5 year contract included the completion of: full interior design, recruitment, menu development, operational development and comms development. Set within the refined elegance of the Rosewood London Hotel and facing Scarfes Bar, Holborn Dining Room is a 236 cover all day brasserie that is both stylish and familiar.
To begin, the team introduced Martin Brunidski Design Studio to design the full interiors. Martin Brudnizki Design Studio utilised the ‘rich heritage of this Edwardian Belle Époque building and added a contemporary twist, with glamorous neo-gothic chandeliers hanging over the original marble floor and oak and copper bars flanking either side of this animated room’. The designs are inspired by the finest aspects of British craftsmanship, with reclaimed oak furnishings, antique mirrors and leather upholstery all adding to the relaxed sophistication that has helped revitalise this old bank hall.
Taking inspiration from both the original era of the hotel, and the interior designed by Martin Brudnidzki we set about creating a brand and personality for the iconic Scarfes Bar at Rosewood London. The logo was inspired by type from the turn of the century.
Des McDonald Associates briefed Plus Agency to develop the branding of Holborn Dining Rooms. They developed a contemporary take on a classic brasserie brand and developed the suite of applications which included appropriate illustrations of food and drinks for the menus. The applications included menus, wine labels, champagne bottles, umbrellas, door mats, coffee cups, water bottles; even the deli bicycle signs.
The team continued to develop Holborn Dining Room and Scarfes Bar by carrying out the recruitment of all senior team, including head chef Calum Franklin, waiting staff and bar teams. The team also aided to develop all menus and operated for 5 years to great success of the media and transformed Holborn Dining Rooms and Scarfs Bar into icons in the London dining scene. Holborn Dining Room is now winner of Best New Hotel in the World, Telegraph Luxury Travel awards 2015.