B-Line grew out of StudioBG, aiming to create a more intense and dynamic practice servicing our hotel clients. Innovation, passion and experience are our key tenets, driving us to provide clear, well-planned resolutions to often complex hotel project briefs. We seek value in our projects, demanding efficiency but never compromising on quality of offer.


We are well-travelled and have spent most of our working lives servicing hotel and resort projects in a broad spectrum of interesting and far-flung locations. We enjoy the challenges of cultural geography, collaboration with local partners and working closely with our team of expert consultants.


At B-Line, we don’t design places to suit the mass market – the hotel industry has changed dramatically and is now structured to target market segments. Understanding the way the market works is a vital aspect to delivering the right product. We have been working with hotel owners, developers and operators for many years and have an intrinsic knowledge of the value drivers across the spectrum of hotel projects. We are a commercially grounded practice and have a reputation for working on time and on budget.

Monday, 1 August 2011

Chronicling a Re-Birth, July 2011

What's in a name??

Most of you will know me from StudioBG, the hotel design practice, the concept which I created two and a half years ago. Sadly, StudioBG is no more. It was demised recently and the business association between me and my ex-partner was terminated along with it. It's unfortunate, but given the people we are, perhaps inevitable. Interestingly, most people who know me and have worked with me weren't surprised. In a strange way, that gave me comfort. And conviction that this was the right move.

'For the avoidance of doubt' (a new phrase I picked up from my legal team), I AM carrying on with business as usual. This blog is intended to chronicle the re-birth of my new practice and the new brand.

I began with the task of a new name. The original working title was ProjectB - but it was too much a growth out of StudioBG. The new name needed to not carry baggage, a fresh start with a new look and feel. In the course of a conversation with a friend, I used the word 'beeline' in re-telling an anecdote. A second later, it dawned on both of us and B-Line Architecture was born!
The tenets of the new practice are the same - architecture and design for the tourism sector. Focused, dynamic and imbued with years of experience in the hotel industry, the practice will provide planning, architectural and interior design services to hotel owners, developers and operators.
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