The London Edition: Lifestyle hotel brand enters UK, Jason Atherton to head up restaurant
Situated in Fitzrovia, the 173-bedroom hotel is expected to open in September, featuring a dance club, two bars, a 24-hour fitness centre and Berners Tavern – a new, 120-cover restaurant which will be overseen by Jason Atherton.
“The definition of luxury has changed - we'd rather be known for service than anything else,” said Schrager.
The property was originally built in 1835 as five townhouses. They were converted into the Berners Hotel in 1908, at the height of the Edwardian Era.
Now, the hotel is inspired by the grand traditions of Great Britain - the traditional English country manor and the quintessential London private gentleman’s club – both with a modern, urban feel. Bedrooms will be panelled in either dark walnut or light oak and subtly lit and furnished, akin to cabins on a private yacht.
One of a kind
In Schrager's eyes, the lobby has evolved beyond the ideas of ‘hotel as theatre’ to ‘Lobby Socialising’ and ‘a new kind of gathering place’. The London Edition’s lobby will therefore be an atrium with variegated marbles across the walls, floor and a corner bar.
At the back of the hotel is The Punch Room, inspired by the comfort of English country manor house libraries and nineteenth-century private clubs. ‘A cocktail bar without a bar’ will feature, with every drink served on a silver salver by staff dedicated to the guests.
The London Edition is the second Marriot property to fall under the ‘Edition’ brand. It follows a 78-bedroom hotel in Istanbul, which opened in April 2011. The brand aims to offer ‘personal, friendly, modern service as well as outstanding, one-of-a-kind food, beverage and entertainment offerings all under one roof.
Berners Tavern takes Atherton’s total number of restaurants worldwide to 10, closely following in the footsteps of Little Social, which Atherton opened on Pollen Street in March, and Social Eating House which launched in April.
Meanwhile. Ian Schrager was last week crowned the winner in the Most Influential Person in Contemporary Travel category at the inaugural LE Miami Awards, held in Miami Beach.
