Signage and wayfinding for landmark Grosvenor Square hotel in the former US Embassy
In 2025, the former United States Embassy in London underwent a remarkable transformation, becoming the city’s most luxurious and expensive hotel. The 1960s architecture and heritage were meticulously celebrated throughout the interior design, creating a harmonious blend of modern opulence and historical charm. This attention to detail extended to the signage design, which perfectly complemented the overall aesthetic. Jackson Daly devised a striking bird motif, inspired by the iconic eagle atop the building, as a unifying graphic element to guide guests into each wing of the hotel. Architectural elements were thoughtfully incorporated into the signage, including the use of the distinctive ‘bird beak’ nib, creating a seamless connection between the building’s storied past and its re-imagined purpose.
Project: Luxury hotel
Location: Grosvenor Square, London
Client: Qatari Diar
Operator: Rosewood Hotels
Status: Opened 2025
Work period: 2021-2025
Scope: Signage & Wayfinding
