D&AD New Blood 2018 - Hotel Indigo

London Bollards explores the challenge of “bringing the outside in”. The brief centred on the idea that every Hotel Indigo location is shaped by the character of its surrounding neighbourhood.

Focusing on the Towel Hill Indigo location, I looked beyond the obvious and drew inspiration from one of the city’s most overlooked design details: bollards. Found on almost every street yet rarely noticed, London’s bollards are varied, often hand-painted, historic and deeply tied to the identity of different neighbourhoods.

The result was a wayfinding concept and integrated campaign that encouraged visitors to engage with London at street level, using bollards as cultural markers to navigate and discover the city. The idea extended across promotional materials, textiles and the wider hotel experience, transforming everyday street furniture into a distinctive visual language for the brand.