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 on the city’s iconic seafront. The hotel was considering a full refurbishment of its 200+ guestrooms, and our role was to create distinctive concept designs that would help shape future plans.
For the inbound rooms — those without sea views — we developed the Cinematic Brighton concept: a bold, culturally rich design narrative that drew on Brighton’s reputation as a centre of arts, theatre, and film. This imaginative scheme sought to transform the rooms overlooking the rear car park into unique, characterful spaces that would captivate guests.
DESIGN CHALLENGE
The main design challenge was to elevate the inbound rooms in a way that would help balance the room rates across the hotel. While the seaview rooms would always command a premium, guests had come to see the inbound rooms as a second-rate downgrade — and our goal was to change that perception.
By offering a completely different design scheme, we aimed to give guests a distinct and memorable experience in the inbound rooms, removing the direct comparison with the seaview rooms. While the Cinematic Brighton concept still captured the spirit of Brighton, it celebrated the city’s theatre, culture, and bohemian character, rather than its architecture. This approach reflected the juxtapositions that define Brighton & Hove — a city where contrasts come together to create something truly unique.
CONCEPT DIRECTION
The Cinematic Brighton scheme was inspired by the city’s vibrant arts and entertainment scene. Key features included:
- A gold leaf ceiling rose, inspired by the opulence of the Brighton Hippodrome, adding a touch of theatre and grandeur
- A mirrored headboard backdrop designed to evoke the layered curtains and stages of Brighton’s many historic theatres
- Window vinyl graphics in the style of a vintage Brighton tourism poster — concealing views of the rear car park while allowing daylight to flood the space
- Bold contemporary artworks by local artists including Maria Rivans, Eelus and Mark Vessey
- In-room details designed to enhance the guest experience, including a complimentary movie package on the smart TV and a Polaroid camera with film so guests could capture and take home memories of their stay
These elements combined to create an immersive, thoughtful guestroom experience rooted in Brighton’s creative and cultural identity.
RESEARCH + DEVELOPMENT
As always, our design process was underpinned by detailed research into Brighton’s cultural, artistic, and architectural history. We explored how the room could tell a compelling story while addressing practical needs such as privacy, light control, and durability.
OUTCOME
The Cinematic Brighton concept offered a fresh and imaginative solution for The Grand Hotel’s inbound rooms — helping reposition them as desirable, characterful spaces in their own right. The design reflects JSJ Design’s ability to blend storytelling, strategic thinking, and design innovation to deliver spaces that surprise, delight, and enhance commercial value.
Date
7 July 2025
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