Jacu Strauss, Creative Director and Designer at Lore Group, has unveiled a new design direction at Sea Containers London.
Strauss and his design team have evolved the hotel’s original Tom Dixon interiors, leaning further into its transatlantic narrative and nautical heritage.
The new design direction begins with the introduction of a new junior suite category, the Riverview Studio Suite, alongside an evolution of its wider Suite collection. Enhancements have been made to the hotel’s signature Riverview Balcony Suite and One Bedroom Riverview Suite, building on the unique collection of four Cabin Suites launched last year in partnership with Vinterior.
These unveilings coincide with the arrival of ‘Where We Land’, a striking new contemporary sculpture in the lobby, designed by Strauss in collaboration with London maker Maya Laud and innovative furniture studio, Jan Hendzel.
Each of the 59 suites has been thoughtfully reimagined to enhance the hotel’s maritime story while responding to the needs of contemporary travellers. Nautical flags, bespoke tapestries, layered textures and carefully chosen materials bring warmth and character to the river-facing spaces, many of which retain and reinterpret original elements to support a more sustainable, long-term design approach.
Tabletops and counters are crafted from meticulously sourced, recycled plastics – materials once destined for the sea, now reborn as refined terrazzo-style surfaces. Flecks of history and texture shimmer through each piece, transforming discarded elements into tactile works of art.
Bespoke coffee tables are formed from reclaimed ship propellers, hand-selected from vintage and antique dealers around the world. These sculptural centrepieces are paired with chairs fashioned from industrial maritime hardware, their silhouettes drawing confidently from Art Deco glamour, Brutalist strength and the bold attitude of 1980s design.
Sweeping views of the River Thames anchor the guest experience. Room layouts are deliberately composed to frame the river at its most cinematic, capturing both London’s iconic skyline and its ever-changing light. Each suite is completed with a selection of coffee-table books curated by Phaidon, creating spaces that feel unmistakably residential – elegant, intimate and layered – yet infused with the personality and playful edge of Sea Containers London.
Many of Strauss’ design decisions stem from the building’s position on the South Bank and its direct connection to the River Thames, a defining feature of the hotel since opening. The original cruise-liner storytelling remains central, with gentle nautical curves, brass detailing and a palette informed by the river at dusk. Purposeful furniture placement maximises the wall-to-wall sweeping views across the Thames and towards St Paul’s Cathedral, encouraging guests to slow down and fully immerse themselves in the riverfront setting.
This design-led approach extends beyond aesthetics to shape the overall guest experience. The new Riverview Studio Suites and redesigned Riverview Suites form part of the newly defined guest journey at Sea Containers London, introducing tailored in-room amenities.
“The brief we set ourselves was to enrich the existing story rather than overwrite it,” comments Jacu Strauss, Creative Director & Designer of Lore Group. “There’s a confidence in evolving something instead of replacing it, especially when the original narrative is so strong. People stay differently now. They stay longer, they work from their rooms, they invite friends for a drink. The challenge was to support all of that without losing the maritime character and playful spirit that make Sea Containers London feel like nowhere else.”
