St Giles Hotels has unveiled a creative partnership with London street artist, Pegasus. The collaboration includes uniform designs and four new pieces of art, which will be exclusively displayed in the refurbished lobby of St Giles London. Pegasus spent three months working on the bespoke pieces and two months creating outlandish outfits for the front of house staff. The artist chose to immortalise The Queen, Amy Winehouse, Naomi Campbell and David Bowie in artwork which will be available for tourists and Londoners to see in the 724-room Tottenham Court Road property.
Each work features a portrait of a London legend holding a dripping paintbrush with a neon, graffiti-style heart behind them, giving the illusion that the subject of the painting has created the guerrilla art themselves. The heart theme was developed in line with the St Giles Hotels charity, Hotels with Heart. St Giles has also commissioned Pegasus to create a unique pin badge, scarf and tie as part of the uniforms, which will be available to purchase with 100% of proceeds going to the charity.
Abilgail Tan-Giroud with Pegasus
Abigail Tan-Giroud, Head of Europe, U.K. & the Americas, said: “The mantra of our hotels is: Be Central, we’re proud to say our hotels are reflections of the cities in which they call home so this partnership is the perfect way for us to bring the sights and cultural heart of the vibrant capital even closer to our guests. I first spotted Pegasus’s work from my motorbike on my commute and I fell in love with his unique style. I’m so excited for our guests to experience this innovative artist and these iconic London pieces.”
Henry Conway with Pegasus
Speaking on the partnership, Pegasus added: “Soaking in the view across Central London from the hotel stairwell was enough inspiration to fuel all these new pieces! I am super proud of the uniforms, it’s something I’ve never been asked to do before and having my artwork displayed at the hotel is something that I hope will act as a constant reminder to Londoners of their strength and creativity.”
Jessie Wallace with Pegasus
The Pegasus takeover of St Giles London is part of a brand-wide upgrade across all St Giles Hotels in the UK. The group has 11 properties worldwide including a 200-room hotel at Heathrow Airport and will soon be breaking ground on a second Central London property on a 1.8-acre site in Blackfrairs. The Tottenham Court Road property is the first to begin redevelopment with renovations of the lobby and guest lounge areas that was completed with the new works of art this week.
by Heather Deacon, Brand News Editor