NEW YORK—St Giles Hotels has embarked on a creative partnership with London-based street artist, Pegasus.
The collaboration includes uniform designs and five new pieces of art, four of which are displayed in the 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 a 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 brandwide takeover across all St Giles Hotels in the U.K.