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The Angel Hotel
The Angel Hotel
UK
The Angel Hotel – Bury St Edmunds, Suffolk

Enter a place of Myth and Fable

ClientGough Hotels Limited
Studio team Birmingham, UK
Size96 covers
AwardsInternational Property and Hotel Awards 2019
The Angel hotel is an imposing Georgian coaching house dating back to the 12th century. A full site appraisal and strategic workshop revealed that remodelling the bar and restaurant spaces and creating a striking premium brand identity would attract the fast growing staycation guest and create a new destination for the local community. Here was an opportunity to exploit what works best in any durable design - storytelling. The Angel Hotel is famed for its association with the writer Charles Dickens, who stayed there three times in the 19th century referencing the hotel in his book “the Pickwick papers”.

This is not just a hotel to redesign — but a story to retell.

The once separate bar and dining room are now a seamless hybrid — elegant but relaxed, rich in texture, and made to move effortlessly with modern guests. It’s a place that feels curated, but never contrived.

Repositioning and space redefinition

Following a complete rebrand and space redefinition, the entire guest experience is now underpinned by a distinctive brand essence of ‘fables and tales’ – this has formed the foundation for all the creative decisions made for the hotel’s interiors and brand touchpoints. The links with storytelling and fiction has lent the new environment with a sense of escapism. The hotel has established a new foundation of authenticity and substance that gives it a clear unique selling point and a newfound international appeal .

Brand Creation

The Angel, the past doesn’t sit quietly in the background. It joins the conversation — turning hospitality into storytelling
The Angel Hotel turning hospitality into storytelling, and a visit into a new memory waiting to be made.
A complete suite of brand guidelines and marketing point of sale.
Transformation through storytelling and folk law
A space where every detail plays its part in a broader tale of heritage, mystery, and quiet magic.

Key Features

a mirror with text written on it, reflecting a window.

We are confident that our new look and feel has both impressed returning guests and made the Angel Hotel a genuinely unique destination for guests coming from further afield.

Robert Gough Owner, Gough Hotels

Let’s create something unforgettable

Fuelled by knowledge and imagination, we are driven by our ambition to evolve hospitality brands. 

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