Radisson RED London Twickenham Reimagined at Allianz Stadium

Radisson RED London Twickenham has been reimagined within the Allianz Stadium, the home of England Rugby, following a comprehensive interior redesign. The 150-room hotel forms part of the stadium complex and has been repositioned to operate as a year-round hospitality destination, extending its role beyond match days.

Owned by the Rugby Football Union and operated by Aimbridge Hospitality EMEA, the property has been updated to reflect the identity of Radisson RED while responding to the heritage, energy and community significance of its Twickenham location. The interior design was delivered by DLSM Studio, working with MMSE as main contractor and NBM as cost consultants and project managers.

Public areas and new social concepts

The redesign encompasses guest rooms, reception, lounge and co-working areas, event spaces and washrooms, alongside the introduction of two new social concepts.

The Loft, located on the mezzanine floor, combines a bar, gaming area and premium lounge space intended for informal use by guests and groups. On the ground floor, The Huddle operates as the hotel’s primary bar and restaurant, designed to serve both hotel guests and local visitors.

Design approach and community focus

The project was informed by strategic and operational analysis, with a focus on establishing the hotel as a destination for everyday use as well as peak stadium events. Flexible co-working areas, all-day lounge zones and social spaces have been introduced to support working, dining and informal gathering throughout the day.

Within The Huddle, the interior draws on references to rugby heritage, including stitched leather details, rugby shirt-inspired striping, warm timber finishes and tactile materials. Feature elements such as the bar, pizza oven, counter dining and bespoke artwork contribute to an environment designed to transition between casual dining and the heightened atmosphere associated with match days.

Lobby, lighting and guest rooms

At ground level, the lobby has been reconfigured as a multifunctional social space, incorporating bold colour contrasts, layered textures and curated artwork. A bespoke sculptural installation of a female rugby player, integrated into a structural column, reflects the RFU’s Every Rose five-year action plan and signals a commitment to inclusivity within the sport.

Lighting plays a defining role across the hotel. Developed in collaboration with Into Lighting, the scheme introduces dramatic, atmospheric installations intended to echo the movement and energy of rugby in play. Guest rooms have also been redesigned, reflecting the Radisson RED brand’s expressive palette while supporting flexible use for both business and leisure stays.

“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 offers a contemporary example of stadium-based hospitality design, bringing together brand expression, community use and sporting heritage within a reimagined hotel setting.