Leading British Hospitality and Interior design studio, Goddard Littlefair has captured the era of the dandy through its design for The Mayfair Townhouse. Successfully re-opened in May, the hotel is located in the heart of Mayfair on Half Moon Street, near London’s Green Park. Jo Littlefair and Martin Goddard, Co-Founders and Directors of Goddard Littlefair, talk us through the concept behind the design and the studio’s journey of storytelling for The Mayfair Townhouse. 

Goddard Littlefair set out to restore the interiors of the townhouses, knitting them together to recreate the Georgian spirit. The Mayfair Townhouse lies in the old part of Georgian Mayfair and focusing on its rich history and the tales it could tell, the design studio were tasked to give the hotel’s rooms and public spaces a feeling that they have a Georgian heart with a contemporary rhythm. “The main challenges of this project were working within the constraints of the existing building which is made up from 15 Georgian Townhouses. There is no one space alike and each with its own character. The public spaces are small and intimate, the ceilings are low, so we carefully designed the interiors creating a sense of space with the clever use of mirror and light. Although there were challenges with the spaces, they all add to the charm and character of the hotel and these smaller areas have helped us create a truly intimate and embracing experience.” expresses Littlefair. 

Notable was the fact that the townhouses lining Half Moon Street were once the setting for his most famous play, The Importance of Being Earnest. Wilde and his contemporaries spearheaded the Aesthetic Movement in England which saw beauty and design celebrated in a reaction against the dominant, industrial revolution of recent times. Littlefair explains, “They also led a rich and indulgent lifestyle, being provocative in order to court controversy. The design we pursued for the Townhouse marries Old and New Mayfair, with a layer of 1920s extravagance.”

The experience starts as soon as you enter the reception. Guests will immediately be struck by the unexpected and, if they are inquisitive to discover more, they will find a developed narrative that puts personality at the centre of this hotel. “The public areas were a particular focus as there was much debate as to the location of the bar and restaurant which orbited around the final resting place of the staircase to descend to the lower level. Once this piece of the jigsaw fell into place the rationale of the space became clear with the twinkly Dandy bar being the focus for guests as they arrived at the hotel.” explains Littlefair.

Jo elaborates on the studio's approach; “Determining the direction for the concept took some time as it was clear that the design could have developed into a couple of distinctly different routes. We eventually reached the conclusion that we would pursue a contemporary rendering of the style of the Dandy to befit the Georgian architecture while feeling bedded in present-day Mayfair. One of the challenges with getting the tone of the styling right was to not overplay the themes so that while the fabric of the design all serve to allude to extravagant dress sense, rich textures and colours we strove to do so in a way that the interior is still comfortable to be in, subtle in it’s story-telling and essentially doesn’t labour a concept to the extent that its charm is lost.”

A snug room, nick-named “The Den'' is panelled and painted red, lined with fitted seating and layers of artworks hung on the walls, all with one thing in common – a fox. As Littlefair reveals, ‘The fox was chosen as a symbol to represent the hotel as it is a creature woven into British folklore, a resident of both city and country and a character occupying the pages of countless poems, tales and fables throughout the annals of history. The fox is also symbolic of the subversive and mischievous characteristics of the aesthete’s whose influences we were channelling. Playfulness counterbalanced with wisdom are themes that run throughout the hotel’s design.’

The hotel has an alluring story to tell through its artwork, a story which enriches understanding of the buildings and the lives that played out inside their walls. Jo explains, “A narrative of the fictitious family called the Reynards lived in the Townhouse and led questionable lives, helping to direct the selections. For me, I think the art demonstrates that the Mayfair Townhouse accepts that, as human beings, we’re all capable of being imperfect sometimes and this hotel celebrates those fabulous moments that transpire because of that very spirit of adventure.”

Attention to detail and exceptional bespoke craftsmanship are characteristic of the studio. The studio’s prowess with lighting design is evident throughout the hotel. “In seeking to be sympathetic to the townhouses and their origins we looked to create a more residential environment. Architectural lighting became even more concealed and an emphasis on decorative lighting became paramount as the design of these pieces added a layer of soft personality and texture to the spaces. Almost all the lighting was bespoke and we particularly enjoyed the process of creating the gantry bar light which utilised a bespoke mold to create each glass element which were then finished by hand with an antique gold paint finish. Reaching the final finish and quality of the glass required really utilized all the knowledge and skills of the artisans involved. Standing on the street at the entrance of the hotel, it’s the lighting that catches your eye and draws you in, especially the feature lit gantry above the bar which is made up of individually hand cut glass feathers. The lighting works seamlessly with the design as a whole, it’s a delicate balance of traditional and contemporary.” - Jo Littlefair.

Due to the nature of the property, with its varying ceiling heights and levels and characterful corridors, each guest room is unique and has not been designed simply with a decadent or opulent aesthetic in mind, but to enhance the real personality that the framework of the building offered up. Martin Goddard expounds, “There are almost no identical rooms in the entire building. Previous incarnations of hotels had wiped away period details leaving us with few historic references for the interiors. We had to set up a design language that could relate to the architecture and be interpreted into each room through panelling, colouration and distinctive detailing. The result is a unity through the bedrooms but guests who stay multiple times will have a different experience on each occasion.” 

The hotel’s signature Skylight Suite boasts 47 sqm and overlooks the iconic Shepherds Market. Littlefair comments, “We wanted to bring an extra level to this suite. The layout we could achieve meant we had a fabulous bathing experience with the roll top bath, double vanity and huge walk in shower, walk-in wardrobe, dressing area and a very comfortable bedroom and living area. On a simple level, we wanted to bring as much day or moonlight into the suite as possible.To another point, the glass ceiling gives the suite a contemporary, almost James Bond moment that complements the opulence of the suite but, (call us old romantics!), we like to think of guests gazing at the stars and moon from the rooftops of Mayfair.” 

Littlefair concludes, “This is a hotel brimming with personality and stories to tell, it has a glamorous beating heart in the Dandy bar with sumptuous, residential bedrooms that are a real sanctuary in the heart of Mayfair.”