Newman Gauge leads £2.4M interior revamp of The Shoreline Hotel

The Shoreline Hotel at Butlin’s Bognor Regis resort in West Sussex completed a $3.7-million revamp of its bedrooms in early June. This development marks Butlin’s transitioning of its properties from traditional chalet accommodations to bespoke hotels. The full internal refurbishment of the accommodation happened under Newman Gauge, a commercial interior design consultancy firm, which also led the interior design when the hotel was originally built back in 2005.

The property’s new nautical concept evolved from the original ocean liner shape of the architecture, and the building’s close proximity to the sea. Newman Gauge developed the 160 bedroom accommodation with the marketing team at Butlin’s to evoke a sense of being aboard a ship, complete with cabins and deck-themed corridors.

According to Sam Stokoe, project design lead at Newman Gauge, the brief was to create bedrooms that were suited to families with younger children. The design team, therefore, recreated the space, including family friend cabins with children’s bunk room complete with Northern Lights inspired night lights behind a pirate curtain and a bathroom with colorful wall graphics, child-friendly toilet seats and steps.

Virtual Event

Hotel Optimization Part 3 | Available On Demand

With 2020 behind us and widespread vaccine distribution on the horizon, the second half of the new year is looking up, but for Q1 (and most likely well into Q2) we’re very much still in the thick of what has undeniably been the lowest point of the pandemic. What can you be doing now to power through and set yourself up for a prosperous 2021 and beyond? Join us at Part 3 of Hotel Optimization – A Virtual Event, now available on demand, for expert panels focused on getting you back to profitability.

In the main room, the theme continues with a shoaling fish rug, octopus pouf and a tentacle sofa.

Meanwhile, the corridors now have a bespoke carpet depicting life rings and coils of rope on decking to hop, skip and jump through; and shoals of fish framing the seaward side.