Il Prisma led the brand strategy and designed two key elements for The Welbeck Hotel, transforming the layered history of London’s Welbeck Street into a guest experience shaped by curiosity, memory, and imagination.
At the heart of the concept is the Welbecker - a fictional character who embodies the evolving identity of the place. Not tied to one era, The Welbecker connects past and present, tradition and eccentricity.
The idea of “the Welbecker’s world” guided both the brand narrative and the design of two distinct spatial elements: The Cabinet of Curiosities and The Doctor’s Room.
The Cabinet of Curiosities – A bookcase in the lounge, conceived as a portal to discovery and inspired by Victorian-era curiosity cabinets, invites guests to pause, explore, and uncover fragments of The Welbecker’s imagined world.
The Doctor’s Room – A photo booth in the bar, nodding to Welbeck Street’s medical legacy, adds a playful layer to the hotel’s personality.
Together, these elements bring the hotel’s identity to life, connecting its past with the guest experience. The result is a place where visitors step into an immersive narrative that continues to unfold.
