The Dorchester - Masterful Touchpoint Storyline Curation Through Art

If you’re a hotel enthusiast, as I am, then you’ve heard of the “New Beginnings” of The Dorchester in London. When most think aboutThe Dorchester, a few things come to mind, which include: icon, tradition and even London itself; - it has, after all, been a landmark since its inception in 1931. The Dorchester has recently unveiled examples of their new chapter in the world luxury scene which features its ground level with some suites to follow in March.

Not being too entrenched - yet - into London’s luxury society (I’m still a relative newbie), I paid my first visit to the Dorchester last night to see its new beginnings up close. As you walk in, a very smartly dressed trio of doormen offer a warm welcome and then it’s into the lobby area where you are greeted by high ceilings and grandeur. Keep on walking straight, accompanied by several other warm welcomes and you can’t miss the aptly named Promenade which is a focal point for afternoon teas.?

I propped myself at the Artists’ bar for a glass of wine. What struck me most from my environment was not the highly acclaimed luxury furnishings and textiles, but rather the artwork that adorned the walls near the bar itself. A guest not knowing much about the Dorchester could in fact learn a lot about their brand narrative just by immersing yourself into the works; two of which really spoke to me. One of them featured the beloved youthful Queen Elizabeth II in a glitz and glamour resemblance depiction from a stamp. Dig deeper and the meaning you may pull out of it would be: regal, respect for tradition, timeless, elegance, We Are London, cherished memories.

The other was of a stunning woman’s face - looking directly out at you in a seductive fashion. The woman is further beautified by elements of history and significance, I gathered, of London and the hotel itself. By looking at its elements, it’s like taking a trip down memory-lane or a storybook, if you will. There’s nature, what I believe to be St. Paul’s Cathedral, elements of tradition - it’s almost as though this lady has a story to tell. Does it invite you the opportunity to tell your Dorchester story?

That lady’s face by the way as I later learned is of Elizabeth Taylor…but of course.

If we don’t gather so much information at one glance at these or any other works that embrace the Dorchester, surely one’s subconscious mind is working overtime to derive meaning and association from them. Now that’s very careful curation on the part of the Dorchester team.

You can have a look online to discover more about their art or, better yet, I’d suggest paying a visit. In this way you can take in the total surroundings while the art tells you a story of The Dorchester - with a signature cocktail in hand. Oh, and yes, there is of course the Liberace piano among many other finds. Enjoy!

Sincerely,

Damon

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