The Gild Lobby Bar and Lounge – Hilton Birmingham Metropole

Birmingham, UK

The Hilton Birmingham Metropole, is the UK’s largest hotel outside London, and the country’s biggest conference hotel. With new hospitality offers jostling for attention across the NEC site, it was time for Hilton to completely rethink the F&B offer and create a truly ‘joined-up’ experience – keeping guests engaged and on site throughout their stay.

We created THE GILD LOBBY BAR AND LOUNGE as an all-day craft café/bar and quick service counter, offering a casual British and international menu with a focus on light meals and snacks including healthy & plant-based options.

THE GILD name has a dual meaning – firstly suggesting a ‘collective’ or ‘meeting place of artisans’ (guild was often spelt this way in archaic English). It’s designed to reinforce the craft F&B offer and the sociable aspect of the venue.

The name also references the craft process of applying gold leaf to wood, stone or metal – which subtly underpins the quality promise of the offer and environment.

Strategy, Interior design, Detailing, Architecture, Brand identity

Stepping Away from the Cliché into a city of contrasts we welcome you to the GILD LOBBY BAR AND LOUNGE The strategy and our storytelling explored the ‘city of contrasts’ narrative by celebrating the traditional ‘city of 1000 trades’ and reveals how that passion for craft has been renewed by a new wave of designer/makers who represent the Midlands creative revival. Guests are welcomed to a space inspired by the story of this innovation. Craft runs through the unique drinks and light bites offer – from artisan coffee and juice to a carefully curated selection of craft beers, cocktails and wines. Free-from and healthy options are reflected in the natural, tactile materials of our interior. Well worth a visit.