The Butlin’s site at Minehead is one of three Butlin’s holiday resorts across the UK. The Butlin’s brand, established almost 80 years, has become a well-known British Institution. Now owned by Bourne Leisure, Butlin’s Minehead, the largest of the three resorts, was the third camp to open in 1962. With a requirement to improve the perception of accommodation at Butlin’s, they embarked on a high investment project to redesign the chalets set within a new Lakeside village at its resort in Minehead, Somerset.Brief:
Officially opened in May 2015, the brief for the Lakeside chalets was to provide an environment which remained loyal to the history of the traditional chalet but with a 21st century, modern feel. Architecture by Allison Pike, Butlin’s wanted to furnish the interiors with prints and designs evoking memories of the ‘Butlin’s British seaside, to emphasise the heritage of the ‘family holiday’. Colours needed to be bright, cheerful, (without being overwhelming) and the new design unique to the Butlin’s brand. The Butlin’s iconic logo was a key part of the brief and needed to be evident in the design.
Outcome:
Fusion by Design worked with Skopos and the Butlin’s team to develop a bespoke printed design for curtains and wardrobe backs, with the print of a small graphic Butlin’s yacht, bearing the Butlin’s ‘B’. The yachts were seen as a fitting icon for the lakeside accommodation, symbolising freedom and relaxation. The design was inspired by a forum post of a bygone memory of the curtains in the original Butlin’s chalets, featuring a quaint yacht scene. Retro tones, inspired by nostalgic photos and advertisements from Butlin’s golden era, have been mixed with bright complimentary colours. Skopos’ Peru fabric was used as a colourful highlight.
Branding on the cushion and bed-throw fabric was inspired by Billy’s original chalets, which welcomed guests with branded bedding using the ‘B’, demonstrating pride in the brand and gaining him a reputation for his attention to detail.
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