St Giles Hotels has unveiled a creative partnership with London street artist, Pegasus. The collaboration includes uniform designs and five new pieces of art, four of which are exclusively displayed in the refurbished lobby of St Giles London with the fifth auctioned for charity.

Pegasus, a North London street artist originally from California, spent three months working on the bespoke pieces and two months creating outlandish uniforms for the front of house staff. The artist, renowned for playing with popular culture's most recognizable icons, chose to immortalize The Queen, Amy Winehouse, Naomi Campbell and David Bowie in artwork which will be available for tourists and Londoners to see in the 675-room Tottenham Court Road property.

Each work features a portrait of a London legend holding a dripping paintbrush with a neon, graffiti-style heart behind them, giving the illusion that the subject of the painting has created the guerilla art themselves. The heart theme was developed in line with the St Giles Hotels charity, Hotels with Heart. St Giles has also commissioned Pegasus to create an Union Jack blazer, unique pin badge, scarf and bowtie as part of the uniforms, which will be available to purchase with proceeds going to the charity.

The Pegasus takeover of St Giles London is part of a brand-wide upgrade across all St Giles Hotels in the UK. The group has 11 properties worldwide including a 200-room hotel at Heathrow Airport and will soon be breaking ground on a second Central London property on a 1.8-acre site in Blackfrairs. The Tottenham Court Road property is the first to begin redevelopment with renovations of the lobby, reception and guest lounge areas that was completed with the new works of art in early May.

Abigail Tan-Giroud, Head of Europe, U.K. & the Americas, said: “The mantra of our hotels is: Be Central, we're proud to say our hotels are reflections of the cities in which they call home so this partnership is the perfect way for us to bring the sights and cultural heart of the vibrant capital even closer to our guests. I first spotted Pegasus's work from my motorbike on my commute and I fell in love with his unique style. I'm so excited for our guests to experience this innovative artist and these iconic London pieces.”

Speaking on the partnership, Pegasus said: “Soaking in the view across Central London from the hotel stairwell was enough inspiration to fuel all these new pieces! I am super proud of the uniforms, it's something I've never been asked to do before and having my artwork displayed at the hotel is something that I hope will act as a constant reminder to Londoners of their strength and creativity.” 

Pegasus has also created a fifth piece which was auctioned for Hotels with Heart at a special launch event on Thursday, 4th May. 

About Hotels with Heart

The Hotels with Heart charity and initiative was born out of a desire to breathe a deeper soul and meaning into The St Giles Hotels group and it's team. With hotels in major cities around the world, we impact the societies and communities around us everyday, through the interactions that we have with our neighbors, the guests we greet, the jobs we provide, but also the resources of the City that we use.

The Hotels with Heart initiative lies at the core of the St Giles culture and values which poses the question – What can we do to positively impact those less fortunate than us; to be involved in our local communities; to impact causes that matter to our teams and our guests who become our extended family; to give the individual hotels a soul, a face, a heart; to give opportunities to those who have a passion for hospitality, to teach them, to foster the hoteliers of the future; and to also build a stronger internal hotel team.

About St Giles Hotels

With nine hotels across Asia, Australia, Europe, and North America, the St Giles family of hotels invites business and leisure travelers to experience the most central locations in the hearts of major cities around the world. St Giles is uniquely positioned to provide the attentive service and charm of boutique hotels, with the signature St Giles Experience of warm, authentic and locally-rooted hospitality. St Giles Hotels recognizes that every guest has individual needs and style, which is why the group's portfolio spans three levels of service: Three Star, Four Star and Signature. The Group continues to grow its family of hotels, adding several properties including two new four star hotels: The Wembley – a St Giles Hotel – in Penang and The Tank Stream – a St Giles Hotel – in Sydney.

For more information, or to make a reservation, please visit www.StGiles.com. For the latest news and updates follow St Giles Hotels on social media:

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