Ateliers London
Bespoke luxury furniture makers
Our collaboration with Ateliers London demonstrates our varied approach to developing brand languages that embrace stylistic freedom rather than rigid design conventions. Our delivery of a visually dynamic identity and editorial-style website captured the breadth and sophistication of one of London's finest bespoke furniture makers.
Ateliers London works alongside world-renowned architects and luxury interior design houses, delivering highly bespoke furniture for the finest hotels, private members' clubs and prestigious residences across the UK and Europe. Their portfolio encompasses iconic London locations including The Arts Club Mayfair, Soho House, The Conduit and The Hoxton, alongside distinguished international projects such as The Sanders Hotel in Copenhagen, The Tortue Hotel in Hamburg and The Hoxton in Paris.
The challenge Felix&Friends addressed was substantial: how does a manufacturer whose work spans dramatically different aesthetic territories, from contemporary minimalism (or maximalism) to traditional elegance, create a brand identity that doesn't constrain their creative range? Ateliers London's exceptional capability lies precisely in their versatility, their ability to execute across any style and location with elegance and expression.
Brand Strategy: Celebrating Stylistic Freedom
Felix&Friends developed a brand identity that reflects the freedom in style and scope evident throughout Ateliers London's portfolio. Rather than imposing aesthetic constraints, the brand system accommodates diverse expressions whilst maintaining sophisticated consistency through typography, layout principles and tonal approach. The brand needed to work equally well presenting a modernist dining chair for a contemporary hotel as it did showcasing ornate upholstered pieces for a Mayfair private residence.
The reinvigorated brand identity needed to engage interior designers, property developers and architects who value manufacturing individuality and partners capable of executing their visions regardless of stylistic direction.
This positioning differentiates Ateliers London within a sector where many manufacturers specialise in particular aesthetic territories. Their ability to deliver projects as stylistically diverse as The Biltmore Hotel and Flemings Hotel Mayfair, alongside myriad high-net-worth residential commissions, required brand language that celebrates rather than restricts this exceptional range.
Editorial Website Design: Magazine-Style Layout Approach
Felix&Friends designed the website with an editorial layout inspired by distinguished interiors publications such as Architectural Digest and The World of Interiors. This approach proved particularly appropriate for showcasing furniture that appears in the world's most photographed interiors. The magazine-style presentation elevates product photography beyond conventional treatment, instead presenting each piece within editorial context that suggests its potential application.
The editorial layout strategy allows engaging and sophisticated visual storytelling. Images are composed and cropped with the considered attention typically reserved for print publications. White space is employed generously, giving exceptional pieces room to command attention. Typography echoes the refined restraint found in luxury interiors magazines, guiding the eye without overwhelming visual hierarchy.
This approach resonates with Ateliers London's professional audience: interior designers, property developers and architects who regularly consult design publication references and expect visual presentation to match their own sophisticated aesthetic sensibilities. The Ateliers London website is a curated portfolio of furniture, interiors and materiality.
Enhanced Functionality: Filtering and Project Showcase
The bespoke website architecture allows visitors to navigate Ateliers London's extensive product range through intuitive filtering and search functionality. Users can explore by product type, style characteristics or project context, accommodating different research approaches.
The projects page showcases completed commissions including The Biltmore Hotel, Flemings Hotel Mayfair and numerous high-net-worth residential projects. The presentation adapts elegantly between desktop and mobile experiences, ensuring the sophisticated visual language translates effectively across devices. This technical execution proves essential for professional audiences who research manufacturing partners across multiple devices and contexts.