Javas Lehn Studio brand The Twenty Two, reflecting its contrast of legacy and contemporary features
“The design concept is a celebration of old meets new,” Javas Lehn tells us, discussing the creation of Javas Lehn Studio’s vivid identity for Mayfair hotel, The Twenty Two. “It’s a juxtaposition of the history and the new life,” he continues, “come as you are, do what you love,” turning the renowned London hotel at 22 Grosvenor Square from simply a destination into an emotive, lived experience.
Working alongside London-based illustrator Rosie McGuiness, Javas Lehn Studio’s exploration of The Twenty Two’s identity is innately artistic, exploring more editorial, expressive routes than the conventional hotel aesthetic. “Rosie helped paint this picture and round out the visual story of the history and place,” Lehn recalls, commissioning the artist to respond to The Twenty Two’s physical space, as well as the characterful legacies at home in its walls. “We also commissioned Rosie to illustrate the logotype of the club,” Lehn adds, regarding the private members club at the heart of The Twenty Two, “using a brush-like script that feels casual, and understated.”
The sincere, poetic mood that runs throughout the identity is perfectly captured through Javas Lehn Studio’s choice of colour, with the New York-based design firm opting for a simple tri-tone palette. “The juxtaposition of primarily using black and white imagery with a gestural colour,” Lehn explains, “creates an interesting balance for The Twenty Two,” whilst noting the use of red as a reference to the hotel’s interior design.
Commercial Type’s Ayer Poster and Dia by Schick Toikka act as The Twenty Two’s primary and secondary typefaces, performing individually eccentric and pragmatic roles. “The idea behind the logotype was to nod to the duality that was built into the DNA of the branding,” Lehn concludes, creating this contrast in the dance between the Italic and Regular weights of both typefaces, as variably applied throughout.