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.


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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.

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