Radisson RED London Twickenham, is a dynamic new hotel located within the iconic Allianz Stadium, the home of England Rugby. Owned by the Rugby Football Union (RFU) and operated by Aimbridge Hospitality EMEA, the property has been fully reimagined with the vibrant personality of the Radisson RED brand, underpinned by a design narrative that celebrates the heritage, energy and community spirit of the RFU and rugby culture.
Working in collaboration with MMSE as the main contractor and NBM as cost consultants and project managers, DLSM Studio has delivered a comprehensive design spanning the hotel’s 150 guest rooms, reception, lounge, co-working areas, event spaces and washrooms alongside forming two new social concepts – The Loft and The Huddle.
The Loft, situated on the mezzanine floor, consists of a bar, gaming area and premium lounge space, perfect for evening drinks and relaxation or for groups / families looking to enjoy some time together.
The Huddle, located on the ground floor, is the main bar and restaurant for the property, appealing to both locals and hotel guests alike.
DLSM Studio approached the project not only as a design exercise, but as an opportunity to reposition the hotel’s role within Twickenham. Guided by extensive strategic insight, the team undertook a detailed study of the hotel’s operations, guest profiles, community needs and wider market potential, identifying the importance of creating a destination that would resonate beyond match days when the stadium welcomes up to 82,000 visitors. The result is a concept that actively appeals local residents as well as hotel guests, with co-working spaces, all-day lounge zones and art-infused social areas offering a warm, everyday backdrop to work, relax, dine and gather.
This emphasis on community connection shapes the design of The Huddle, the hotel’s standalone restaurant, for which DLSM Studio developed both the brand and full interior design. Influenced by the crafted materiality of historic rugby equipment, such as stitched leather and rugby shirt inspired stripes alongside warm timber detailing and tactile finishes – the restaurant presents a playful, artisan-led environment that shifts effortlessly between casual dining, weekend socialising and the high-energy atmosphere of match days. Feature elements taken such as the expressive bar, pizza oven, counter-dining area and bespoke local inspired artwork, further enhance the brand’s personality.
At ground level, the lobby has been transformed into a vibrant, multifunctional space where dramatic colour contrasts, layered textures and curated artwork create a sense of energy and connection. Taking centre stage is a bespoke sculptural installation of a female rugby player integrated into a structural column, symbolising the RFU’s commitment to its Every Rose five-year action plan to elevate women’s rugby. This statement piece reinforces the hotel’s connection to its setting while amplifying the inclusive values at the heart of the RFU’s vision.
Dramatic, atmospheric lighting installations – crafted in collaboration with Into Lighting – shape the hotel’s identity, intensifying the bold visual language at the heart of the Radisson RED experience. The lighting scheme channels the powerful motion and electric energy of rugby in full play.
Guest rooms have been redesigned, embracing the Radisson RED brand’s expressive palette and flexible spirit.
Reflecting on the project, Holly Hallam, Co-Owner of DLSM Studio, said:
“Designing Radisson RED London Twickenham has been an incredible opportunity to work within one of the most iconic sporting destinations in the world. Our ambition from the outset was to combine strategic depth with bold creative thinking, ensuring the hotel not only captures the drama and excitement of match days, but also becomes a meaningful everyday space for the local community. We’re immensely proud to have delivered a design that feels expressive, rooted in heritage, and truly connected to the destination.”
Ian Donaldson of Radisson Hotel Group added:
“It has been fantastic to collaborate with DLSM Studio on this flagship opening. Their team has brought a fresh creative perspective, translating the Radisson RED DNA into a scheme that feels energetic, relevant and completely unique to Twickenham.”
Radisson RED London Twickenham, marks a significant milestone in the evolution of the UK’s next-generation hotel experiences – where bold design, community relevance and heritage storytelling converge to create a destination that feels both iconic and intimately local.