PurePlank
The Trafalgar St James
Located in the heart of London, The Trafalgar St. James, formerly the headquarters of the Cunard Shipping Company, was transformed by DSLM Studio into a luxury hotel that embraces the romanticism of global travel through a design narrative titled Exotic Ports of Call. Bringing cruise-inspired opulence to life with layered textures, bold tropical influences, and curated cultural elements, the vision aligned perfectly with the distinctive personality of Hilton’s Curio Collection. A key material anchoring this immersive interior is HW2121 Lattes from our PurePlank collection. Chosen for its warm tones and natural texture, this flooring runs throughout the hotel’s beautifully redesigned spaces. Rich fabrics, earthy palettes, and dramatic installations create a visual journey through Caribbean colour and form - delivering both comfort and escapism for discerning guests.
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