London design agency gets creative with new look for Icelandic hotel chain

Icelandic hotel chain Center Hotels has recently presented a new rebrand thanks to a London design agency.

The first representation of the new vision can be found at the new Center Hotel Laugavegur, designed by I-AM to deliver a customer-focused experience ‘encapsulating Iceland’.

The newly opened Laugavegur site holds three key customer-focused areas which I-AM devised. They include the lobby, the hotel’s restaurant and bar, as well as a grab-and-go food concept.

Moreover, I-AM refreshed the branding throughout the Center Hotels group and applied this to Laugavegur Hotel.

Jon Blakeney, managing director of I-AM, said: “This is our first project in Iceland and the entire project team at I-AM have immersed themselves in the culture of this unique and wonderful place.

“The Center Hotel family are incredible and together I feel that we have (and are) creating something special, hopefully creating a legacy for everyone to share and be proud of.”

The lobby design is based on a ‘stay like a local’ philosophy, inspired by Center Hotels’ heritage and values.

Sara Kristófersdóttir, CCO of Center Hotels, added: “We feel fortunate to be working with I-AM London Studio across a full rebrand of the chain.

“The collaboration has been a wonderful journey and we are incredibly proud of the first fruit of our labour Center Hotel Laugavegur, Stökk grab & go and Lóa Bar & Bistro, all of which have exceeded our expectations with record sales since the launch.”

Center Hotel Laugavegur is the first step in the company-wide rebrand, soon to be followed by an official brand launch, a new website and the refurbishment of all hotels within the chain.