Studio Proof London
David Morris is Creative Director of Studio Proof, the hospitality design practice which evolved from Proof Consultancy in 2016. Since 2002, the team’s work has steadily progressed from F&B in hotels into more upscale and larger hotel and residential projects. Currently, Studio Proof is handling the refurbishment of the Lancaster London, a £75 million re-design programme which will culminate in the reinstatement of ‘Royal’ in the hotel’s name towards the end of 2017. The largest refurbishment of a London hotel this year, the project encompasses the remodelling of the ground floor, building a new entrance façade, interiors for 411 bedrooms and suites, and design of F&B lounges and conference rooms.
David takes pride in creating designs with an original aesthetic, without gimmicks or house style, but which respond to the hotel’s brand. He and Design Director, Chris Holmes, represent an impressive creative pedigree, thorough hotel operational understanding and strong technical know-how which has helped deliver successful and award-winning projects in London and other major European cities. These have included several of Accor’s Novotel flagships, the UK’s first Pullman hotel at London St. Pancras, and most recently, the MIPIM-nominated, 5-star NH Collection Grand Hotel Krasnapolsky in Amsterdam.
David’s background in branding helps him approach projects scientifically, establishing who the guests and visitors will be and what they really want. It is only then that designers can start to be meaningfully creative, on the basis of a brief grounded in genuine knowledge.