Honoring His Lordship | InspireDesign Innovative vision for today’s hotel
Joining his beloved brother from Surrey, Beaverbrook Town House is the first London outpost of the famous Beaverbrook brand, in partnership with Cadogan, stewards of over 90 acres in Chelsea and Knightsbridge.
Spanning 15,000 square feet, this heritage hotel occupies two masterfully renovated Georgian townhouses, originally commissioned by Charles Sloane Cadogan, 1st Earl Cadogan, in the late 18th century. Overlooking the leafy Grade II listed Cadogan Gardens opposite, Beaverbrook Town House enjoys a prime perch on stunning Sloane Street in the heart of Chelsea, nicknamed the ‘City of Palaces’ by Daniel Defoe.
Inside the hotel, rich rewards for guests include 14 theatrical suites, works of art and antiques aplenty, a contemporary Japanese restaurant-bar with 60 seats, a meeting room, a conference room. private events and a lovely fragrant garden, reserved for corporate receptions and private hire.
A creative spirit prevails throughout, with ravishing interiors courtesy of Beaverbrook’s dazzling designer duo: Sir Frank Lowe (advertising mogul and creative director of Beaverbrook) and acclaimed designer, Nicola Harding, whose previous triumphs include The Garden House at Beaverbrook in Surrey.
Drawing on the legendary tastes and predilections of Lord Beaverbrook (including a certain penchant for playfulness), the hotel’s mix of muses includes London’s legendary theaters and iconic cultural attractions, Art Deco and Japanese culture.
âThe original Beaverbrook – the mother ship – and all of its iconic history, glamor and nostalgia and Japanese cuisine were the main inspiration,â Lowe said. âWe wanted to take all the best there was in Surrey and bring it to London. The press baron and wartime MP Lord Beaverbrook is the greatest source of inspiration, especially his infamous bashes throughout the 1920s where Art Deco design flourished and shiny tiles, colorful draperies and cushions with pompoms reigned supreme. The spirit of the 1920s comes to life through Beaverbrook Town House.
The hotel creates an atmosphere of generosity, so that guests will feel like they are staying with a fabulous friend. Instead of a formal reception area, there’s a cozy little library, chock-full of London-centric books to borrow; instead of formal staff, helpful personal assistants provide expert local recommendations. Upstairs, thoughtful touches abound, including personalized minibars filled with guest favorite treats, whiskey decanters, tea stations, and thoughtful gifts. Once again, Beaverbrook solidifies its reputation as a host with the plus.
Sleek design and welcoming interiors
Cheerfully referencing the Art Deco aesthetic of the 1920s and 1930s, sartorial highlights include an abundance of checks and tactile textures; a playful mix of old and new; bright color schemes and trendy wallpaper, including custom marbled collages and pineapple patterns (a symbol of hospitality); and a store of prints, posters, photographs, art and collector’s memorabilia. Art Deco has been influenced by Japonism, and this translates into consistent design touches throughout the year; especially in the Japanese restaurant and bar, but also upstairs and in the garden, via lacquered planters, brass accents, bonsai trees and flora gathered for its lush flowering and autumnal foliage.
Looking closer to home, Nicola Harding sourced fabrics, furniture and accessories from an array of local London-based suppliers, including antique chairs by Howe, cushions by Penny Worrall, lampshades. day by Rosi by Ruig, decorative light fixtures from Vaughan Designs, hardware from Joseph Giles and trim from Samuel & Sons. These choices complete the heartfelt celebration of the historic London hotel.
“Beaverbrook Town House channels the charm of Lord Beaverbrook’s former Fleet St. residence and recalls his colorful life in London where he spent time with illustrious friends including Ian Fleming, Winston Churchill, Rudyard Kipling and Elizabeth Taylor”, Lowe said. âThe townhouse is decorated with ancient treasures, naughty knickknacks and vintage toys that might have been looted on his travels. Much of the photography and art features Lord Beaverbrook and his famous friends.
In London, Lord Beaverbrook loved to attend West End shows with his artistic coterie. Thus, each of the hotel’s 14 suites bears the name of a famous London theater and is decorated with clues about the past of its performance hall. Additional elements come in the form of four-poster and half-bed beds, antique desks and bedside tables, color palettes ranging from bolder to understated, oak floors topped with seagrass rugs, and of custom-made rugs by Nicola Harding; and opulent, theater-style curtains, decorated with geometric velvet trims. Adjoining bathrooms feature shiny tile, Art Deco-inspired lighting, and lacquered mirror frames in jewelry box hues.
âWe wanted the hotel to celebrate London and its attractions, so named the rooms after famous London theaters, telling the story of each theater with carefully researched vintage posters, illustrations and photographs. Nostalgic London easily translated into a curated art collection showcasing the legendary attractions of London and Chelsea, which fill every corner of the hotel’s hallways, lobbies and reception area, âsaid Lowe .
Flavors of Japan
Continuing Beaverbrook’s love for contemporary Japanese cuisine and aligned with the hotel’s sartorial trends, Beaverbrook Town House is home to the Fuji Grill and Omakase Sushi Bar. Like the Beaverbrook Dining Room, the restaurant will serve impeccable sushi, sashimi and nigiri, as well as iconic Beaverbrook dishes such as Wagyu “Charcoal” with Juniper Miso. Restaurant General Manager Trudi Fairweather brings a two-decade stint at Nobu to the table; Alex Del (ex-Roka) is the head chef, and Beaverbrook’s head sommelier, Giovanni Tallu (retired from a 22-year stint at Annabel’s to open Beaverbrook in 2017) curated the stellar wine list.
Dressed in soft shades of green, the Fuji Grill features an impressive collection of 19th-century woodcuts depicting the eponymous Mount Fuji by Japanese masters Hokusai and Hiroshige. This artistic treasure represents the ukiyo-egenre, immortalized in the Great Wave of Hokusai off the coast of Kanagawa.
The sleek bar has lacquered walls, burnt umber and bay-colored stained glass (now a trademark of Beaverbrook), and raspberry-pink fitted seating. Tables are decorated with new and vintage matchbox lids from Japan; some pleasantly risky. The cocktails are courtesy of Alan Cook, Beaverbrook’s much-loved bar manager, who features Beaverbrook favorites alongside the London Edition libations. As a fan of the Chinatown afterparties after dinners and dancing at the nearby Savoy, His Lordship would undoubtedly approve.
Much like Lord Beaverbrook’s lucky guests of old, visitors to Beaverbrook Townhouse will enjoy exclusive access to the city’s cultural scene. Handpicked partnerships with Beaverbrook’s best black book contacts will put the crÃ¨me de la crÃ¨me of London within easy reach of guests. Other prestigious perks will include private shopping experiences and in-room massages and beauty treatments, designed by Beaverbrook Coach House Spa Director RenÃ© van Eyssen. Guests can also book fitness classes at the nearby KXU or personal training sessions in the quiet and privacy of Cadogan Place Gardens.
Beaverbrook Town House is Beaverbrook’s first partnership with Cadogan, whose management of the 93 acres of Chelsea and Kensington spans three centuries. The project is part of Cadogan’s strategy to strengthen Sloane Street’s position as the world’s leading luxury shopping destination and complements the current focus on improving leisure and hospitality. Another $ 47 million investment program is underway, which includes greening the street and improving everything the eye touches with the best materials.