Being a child of the northern hemisphere, The July takes its name and inspiration from the seventh month of the year – a time when summer is still fresh and exciting, and the long days are the perfect combination of work and play. It is this exact combination which the brand strives to combine in both its design and its offerings, seamlessly blending residential comforts with the luxury of the hotel.
The other point was the fresh design notes – this was clearly a space that had been reimagined and revitalised in a combination of design and comfort that can be hard to achieve in a hotel lobby. The pink moving into burgundy and olive shifting into forest green colour palettes, the curved counters and cornices that greet you on arrival, all give some indication of the design narrative that will unfold as you head upstairs – it is a subtle combination of a bold contemporary design mixed with local inspiration, in a neighbourhood characterised by the Apollo Victoria theatre, with its iconic Art Deco lines.
And despite fitting all of this into a limited square meterage, the use of line, curve and colour combine to make an integrated and design-forward multifunctional space. Details like the headboard curving around a corner, wall colour taken across the ceiling and lighting for both ambience and task, all play their part.
A great solo travel tip spotted this week on Hotel Designs.
