Sustainability is often framed through the lens of newness - new sustainable materials, new technologies, new buildings. But increasingly, meaningful progress is coming from a different direction: working with what already exists.
1 Hotel Mayfair is a good example of this shift.
The building, formerly a Holiday Inn, wasn’t listed or protected. It could easily have been replaced entirely. Instead, a conscious decision was made to retain and work within the existing structure; a choice that, while less visible, carries real environmental value.
With over 80% of the structure retained, the design process became one of response rather than reinvention.
Certain constraints were non-negotiable. The lift core, positioned directly opposite the entrance, remained fixed, this presented an immediate design challenge. Rather than relocating it, we chose to reframe it. Raw-edged stone fins extend seven metres through the double-height space, with planting interwoven throughout. What was once a functional interruption on arrival becomes both a moment of concealment and a defining architectural gesture.
Elsewhere, the approach was more subtle. Many of the existing guestroom footprints were retained, requiring careful intervention rather than structural change. In rooms with more unconventional geometries, mirrors were integrated into window alcoves and seating areas to enhance light and create a greater sense of space. In others, boundaries between bedroom and bathroom were reconsidered, introducing glass screens to create a sense of openness.
These decisions are not dramatic in isolation. But collectively, they reflect a way of working that prioritises adaptation over replacement.
Projects like this are part of a broader shift. As the industry continues to evolve, there is growing recognition that reuse and redevelopment are not constraints, but opportunities to create design that carries both memory and new purpose.
“It’s encouraging to see reuse and repurposing becoming more present across the industry, and not just in the luxury space. There’s still a long way to go, but the shift is present. By working with an existing building it inevitably shapes the design response and often leads to more distinctive, context-driven and unexpected outcomes.”
Jessica Morrison
Senior Associate, GA
As Jess highlights, this outlook continues across our wider portfolio, including our work at Corinthia Rome and the renovation of The Savoy Suites… projects where working with existing buildings presents both challenge and opportunity. We look forward to sharing more on these over the next couple of months.
View project here
