The iconic St David’s hotel in Cardiff was one of several hotels acquired by IHG in 2018 and was quickly identified to be rebranded into their latest offering, Voco. The project transformed this popular destination and provided the city of Cardiff with a lifestyle brand and environment which appeals to the local community as well as visitors to the city. The rebrand addressed all areas of the hotel to ensure a reliable, yet different guest experience.

Design Approach

We developed the design working closely with the IHG project team and the Voco brand guidance to create an environment which was unique, playful, high quality and full of individual character.

Expressing the brands personality traits – thoughtful, unstuffy and charming, was particularly challenging as we were working with an existing hotel environment, so having a full understanding of the brand and guidance was key.

Our design development was influenced by the Voco brand values – always dependable, respect individuality and to be distinctive. As such, our focus was on high quality design solutions which represented local provenance, community and place – Cardiff.

The front of house reception space was re-designed/branded to create an efficient hassle-free check-in experience, combined with a warm and friendly welcome. Guestrooms incorporate the brands hallmark mascots and subtle interventions convey the bright and bold aspects of the Voco brand, making the guest experience memorable and unique.

Voco’s yellow thread is evident throughout the hotel and helps reassure guests, allowing them to settle in at ease, whilst, at the same time, complementing the original, iconic, St David’s identity.