JSJ Design were invited to take part in an exciting and fast-paced feasibility project for The Grand Hotel, Brighton – a Grade II* listed Victorian landmark overlooking the iconic seafront. The hotel, steeped in history and architectural complexity, was considering a full refurbishment of its 200+ guestrooms. Our role was to develop concept designs and deliver a full sample room to support decision-making for the proposed works.

DESIGN CHALLENGE

The hotel’s rich heritage — having survived two World Wars and a bombing by the IRA — called for a thoughtful approach. The building’s layout and listed status added layers of complexity, while the project brief demanded fresh design thinking with a strong return on investment.

Our remit was to create two distinct guestroom schemes:

• Regency Glamour for the seaview rooms: Maximising the views across the Brighton seafront, this scheme maximised the architecture and reflected the colours, textures and tranquillity of the coast
• Cinematic Brighton for the inbound Rooms: These rooms, overlooking a car park wall, were creatively transformed with a theatrical, culturally rich design narrative that drew on Brighton’s eclectic and artistic spirit

Both schemes aimed to enhance the desirability of each room type by elevating their unique features and increasing overall guest appeal.

RESEARCH & CONCEPT

As with all JSJ Design projects, our process began with in-depth research. Drawing on the expertise of a Brighton-born team member, we explored the hotel’s history and the cultural identity of Brighton & Hove. We investigated local architecture, artists, landmarks, and the stories that shape the city’s vibrant character.

DESIGN DETAILS

The sample room, Room 621, brought our vision to life. Key features included:

• Bespoke artwork above the bed, depicting starlings in flight and the Sussex rampion flower
• A bespoke wall covering derived from a seascape oil painting by local artist Kitty McCurdy
• An under the sea inspired piece ‘Bathing Beauties’ by local fashion designer artist Sarah Arnett, printed onto Perspex to withstand the moisture-prone bathroom environment.
• Bespoke ‘Carousel’ pendant light designed locally with the help of a Brighton University graduate and inspired by the seafront fairground rides

Each design element was chosen to tell a story — of place, heritage, and experience — while remaining sensitive to operational practicality and the hotel’s premium positioning.

OUTCOME

Our concept was shortlisted in the final two out of more than thirty submissions. We are incredibly proud of our work and grateful for the opportunity to work on such a prestigious project. The result was a fully realised concept and a beautifully crafted sample room  (of only two sample rooms that were commissioned) that encapsulated our creative vision and strategic design thinking.