Reset, Rebuild and Rise: Fremantle Bar & Kitchen at Crowne Plaza London Docklands
As this year’s Annual Hotel Conference theme encourages us to reset, rebuild and rise, we’ve been reflecting on projects where interior design has been a catalyst for transformation. The Fremantle Bar & Kitchen at Crowne Plaza London Docklands is a perfect example of how we at Bell&Swift bring this ethos to life – not just through design, but by understanding the bigger picture of hospitality.
Reset – Rethinking What Could Be
The project began with a simple but powerful question from General Manager Federico Aresti: “How could we create a dining experience that not only delighted our hotel guests, but also truly connected with our local community?”
Fremantle Bar & Kitchen was envisioned as more than a hotel restaurant – it was to become a neighbourhood destination. This reset in thinking set the tone for everything that followed.
At Bell&Swift, the big move was to reposition the existing bar to improve operations and unlock the opportunity to create distinct zones – lounge, bar and restaurant – that could expand and contract throughout the day. This approach reset the way the space worked, placing flexibility and F&B at the forefront while shaping a clear path for connection with the local community, something the venue had not previously captured.
Rebuild – From Design to Delivery
The physical refurbishment of Fremantle was, of course, a crucial step. Working closely with the hotel, our design team created a space that is modern yet welcoming, with natural textures, open layouts, and thoughtful touches that encourage people to linger, gather, and enjoy.
But as Federico explains, “The refurbishment was just one part of the rebuild. The real shift came from our holistic approach to repositioning the offering.” Menus were redesigned to showcase fresh, seasonal ingredients with a focus on sustainability. Service training was elevated to prioritise warmth and connection. Partnerships with local suppliers were strengthened, ensuring that every dish told a story of East London.
For our part, we took the Crowne Plaza brand standards and reshaped them to suit the client’s brief, placing food and beverage at the heart of the design. By layering lighting, creating flexible layouts, and refining material choices, the rebuild positioned Fremantle as both a hotel asset and a local destination.
Rise – Impact Beyond the Restaurant
Since reopening, Fremantle Bar & Kitchen has become more than a place to eat and drink. “It’s become a hub for our community,” says Federico. “Local residents see it as a welcoming social space, while our guests experience an authentic slice of East London hospitality.”
The impact has been clear: hosting local events, collaborating with nearby businesses, and welcoming regulars who now consider Fremantle their go-to spot. Our client described the result as “setting a new standard for hospitality design.” Beyond the numbers, what matters most is the pride felt by the hotel team in having created something with real meaning and impact.
The Human Element – Our Team as the True Game Changer
Design can transform a space, but it’s people who give it life. As Federico puts it: “The heart of this story is our team, whose creativity, dedication, and passion turned vision into reality. Their commitment to consistent service excellence and their pride in showcasing Fremantle to both locals and travellers have been the real drivers of success.”
Looking Ahead
The journey of Fremantle Bar & Kitchen is a testament to what can happen when hospitality embraces change with courage and purpose. By resetting the vision, rebuilding with care, and rising stronger than before, this project has not only revitalised a restaurant – it has strengthened the hotel’s role in the community.
At Bell&Swift, this is what we do best: seeing the bigger picture, aligning design with operations, and creating spaces that connect guests, teams, and communities in meaningful ways.