Recently unveiling four new cabin suites at Sea Containers London, hoteliers Lore Group are offering nostalgic escapism through a combination of custom design and vintage flair, in partnership with Vinterior.
The Art Deco Cabin Suite at Sea Containers London is one of four new suites unveiled by Lore Group, encapsulating the golden ages of transatlantic travel. Photography: James McDonald
Words by Roddy Clarke
Led by Jacu Strauss, interior designer and the Creative Director of Lore Group, the creation of four new cabin suites at Sea Containers London is an idea that came about to mark the hotel’s ten-year anniversary by showcasing its timeless quality. Celebrating the golden ages of transatlantic travel, each suite is centred on a specific design era: Edwardian, Art Deco, Mid Century and Dynasty. And, in partnering with vintage furniture platform Vinterior, the themed suites ooze style and class, not in a gimmicky way, but with a flair that offers true nostalgic escapism. “Following the tradition set by the Pulitzer and Riggs hotels, where suites are crafted as extensions of their unique stories, we aimed to create suites that not only reflect the hotel’s heritage but also showcase our signature approach to immersive, story-driven design,” Strauss explains.
Every design detail has been meticulously curated by Jacu Strauss, the Creative Director of Lore Group, to ensure it offers an exquisite luxury experience while embodying a specific design era. Photography: James McDonald
Set in the iconic Sea Containers building on London’s South Bank, the hotel has become a popular destination thanks to its brutalist design, inspired by the interiors of a 1920s cruise liner, award-winning food and drink outlets and exceptional service. Now, with the addition of its four cabin suites, its attention to detail is amplified even further. Located on the 15th floor, the atmospheric corridor is illuminated red to create an immersive experience before entering each of the suites. With each having a unique front door that symbolises the theme of each room, I am shown into the Art Deco suite, immediately transported back in time to the glamour and elegance of the era. From its bespoke integrated black lacquered bar to a silver-plated freestanding bath and a selection of restored furniture pieces that embody art deco panache, every detail has been meticulously considered, And, while themed interiors can often feel dated or stuck in time, this simultaneously feels elevated and fresh, a feat that Strauss has executed seamlessly.
Jacu Strauss, interior designer and Creative Director of Lore Group. Photography: James McDonald
As I settle into the suite, my mind considers the relevance of such experiences in world that feels uncertain, especially as travellers yearn for experiences that offer escapism or nostalgia. “People are seeking for more than just a place to stay, they want to feel transported,” Strauss says. “That said, hotel interiors shouldn’t rely solely on nostalgia. Instead, they should carry a touch of magic, offering guests a few, or many, surprising and memorable moments. I don’t view it as a home away from home but something extraordinary that occasionally pushes guests outside of their comfort zones. This gives us the freedom to be bold, playful and a bit more daring and creative in design.”
Speaking of the process behind the creation of each suite, Strauss says it fed his addiction for constantly hunting for unique vintage and antique pieces. “Places like Vinterior make it easy for me to shop and browse from anywhere in the world, which is essential as I travel a lot,” he comments. “The process involved a lot of back-and-forth as some early selections didn’t always make sense later on, so adjustments were necessary. There were also moments when I simply had to have a particular piece and found creative ways to make it work. To me, that’s part of the fun, and I believe the final Cabin Suites truly capture that spirit.” Nestled amongst custom pieces such as the headboards, TV panels and kitchenettes, Strauss’ keen eye for sourcing is brought to life, with decorative elements such as the swan taps in the Dynasty suite exemplifying his passion. “There’s a clear structure to developing any design. I start with the base palette and build around it by layering in accent pieces. Overall, the process is half science, half art. And I firmly believe that as long as you love something enough, it will work. Design has no rules, only options.”
The Mid-Century Suite represents the late 1950s-1960s era, with wood panelling, chrome accents and modular USM storage. Photography: James McDonald
A far cry from the homogenous spaces often witnessed in many hospitality venues, this project is a great example of how, through blending in antiques and vintage designs, such interiors can stand out for all the right reasons. However, with feasibility not always possible due to scalability in hotels, Strauss says it is important to utilise these options within public areas or through projects such as this. “Re-use and repurposing represent, to me, the best form of sustainability,” he says. “Whether it’s repurposing an existing building or reusing an Edwardian chair that is 120 years old, these practices honour history while reducing waste and environmental impact.”
Located on the heart of London’s South Bank, these suites (the Dynasty suite shown here) offer true escapism right in the heart of the city. Photography: James McDonald
Looking back over the project, with the suites opening just over a month ago, Strauss says despite it being logistically challenging and requiring a lot of hands-on work, it was a joyful project to manage. “We continually evaluated our design choices throughout, to strike the perfect balance,” he says. “The cabins needed to be fun and engaging without tipping into comical, and they needed to maintain a sensible hospitality approach so as not to feel like museum pieces. Instead, they needed to function as highly usable, inviting, and comfortable suites for guests. Hotel stays should delight, and I believe all our hotels achieve that consistently with these suites adding another memorable layer to the overall guest experience.” And, in witnessing the suites first-hand, from the surprise Negroni trolley that arrives at 6pm to observing the London skyline from the sumptuous comfort of a beautifully reupholstered 1930s sofa, I can confirm, it really does encapsulate the golden age of travel – all with the added benefit of modern-day luxuries.
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