Ateliers London unveils new brand identity by Felix&FriendsAteliers London unveils new brand identity by Felix&Friends

The rebrand addresses a fundamental challenge facing artisan furniture makers: communicating the breadth and sophistication of their capabilities to discerning clients. Ateliers London's portfolio spans everything from hand-crafted upholstered seating to intricate cabinetry featuring speciality inlaid veneers. Each piece represents traditional techniques maintained by skilled craftsmen working from London-based workshops, yet this variety and expertise required clearer articulation to luxury interior design professionals and high-end hospitality clients.

Felix&Friends developed a brand architecture that celebrates both consistency of quality and diversity of output. The new website presents Ateliers London's work across distinct typologies, allowing visitors to appreciate the range whilst understanding the common thread of exceptional making.

Projects for The Arts Club, Soho House, The Conduit and The Hoxton demonstrate how the same workshop can deliver strikingly different aesthetics, from contemporary minimalism to richly detailed period pieces, each executed to the exacting standards demanded by luxury lifestyle environments. The digital platform highlights the workshop's dual capabilities in upholstery and cabinetry, two disciplines requiring entirely different skill sets yet unified under one roof.

This integration allows Ateliers London to deliver complete furniture schemes for private members clubs and boutique hotels, working seamlessly alongside world-renowned architects and interior designers who value a single source for varied, complex commissions.

Photography and content emphasise the tactile qualities that distinguish bespoke furniture from manufactured alternatives. Close details of joinery, upholstery techniques and veneer work communicate the level of craft involved, whilst full room installations demonstrate how individual pieces contribute to cohesive luxury interiors. The narrative deliberately positions Ateliers London within Britain's heritage of fine furniture making, connecting traditional upholstery skills with contemporary design thinking.

Beyond showcasing completed work, the new brand articulates Ateliers London's collaborative methodology. The team of artisans, technical designers and manufacturing specialists work directly with clients throughout the design and production process, translating creative visions into physical reality. This consultative approach particularly resonates within the private members club sector, where furniture must balance distinctive character with exceptional durability.