The Royal Horseguards is a landmark historic hotel in Whitehall, central London. BusbyWebb was commissioned to develop the branding and interior design for its food and beverage concept. We created a coherent identity and physical environment able to hold its own within a prestige hotel, while feeling entirely rooted in the building's history and its extraordinary location.
The concept draws on former resident: Sir Mansfield Smith-Cumming, founder of the British Secret Intelligence Service and the first man to introduce single letter titles still used by MI6 chiefs today and synonymous with James Bond. Smith-Cumming was as eccentric as he was formidable. Having lost his leg in a car accident, he was known for playing tricks and reportedly navigated the corridors of Whitehall on a child's scooter. This mix of authority and irreverence became the creative foundation for the brand.
The interior design is based upon a premium, traditional, cosy London tavern incorporating warm materials, layered textures, and historic references that reward the curious without tipping into pastiche. A private dining and games room sits at the heart of the scheme, offering a more intimate setting suited to small gatherings.
The outcome is a premium but inviting F&B space with a genuine identity of its own. A hotel bar, tavern and dining room that gives guests a compelling reason to stay in and non-guests a reason to visit.
