Visionary Ian Schrager, creator of Studio 54 and a pioneer of the boutique-hotel concept, returns to London after a 15-year absence to introduce The London EDITION, a stylish 173-room property managed by the Marriott.
Creator of the well-known hotels such as the Mondrian in West Hollywood, Morgans in New York, and the Sanderson and St. Martins Lane in London, Schrager now blends a number of different influences to create the cool and luxurious feel at The London EDITION. The inspiration for the hotel comes from traditional, aristocratic English country manors and London’s private gentlemenâ€™s clubs. Schrager interprets these two grand traditions into rich surroundings and impeccable customer service. For example, the hotel’s Punch Room has been described as a cocktail bar without the bar. Patrons don’t see their drink being made, instead every cocktail is brought out and served by attendants with silver salvers.
â€śThe definition of luxury has changed: weâ€™d rather be known for service than anything else,â€ť Schrager said of The London EDITION, adding that individuality is key.
First built as five town houses in 1835 then converted into the Berners Hotel in 1908, the building retains many of its original Georgian features, especially on the exterior, and Schrager has made sure to incorporate touches such as the hotelâ€™s restored original variegated marble across walls, floor and corner bar and the building’s stunning stucco ceilings. The hotelâ€™s color palette was inspired by two artists that span genres and generations: the Dutch Master Johannes Vermeer and American contemporary artist Donald Judd. Subtle and relaxed khaki tones, dusty rose, and burnt ocher mix harmoniously with pale green leather and mustard velvets to create generous and organized spaces that are still inviting.
The rooms are designed to evoke the feeling of private yacht cabinsâ€”secluded and elegant with rich wood paneling. Rooms come with complimentary Wi-Fi, iPads, laptops, mobile phones, and iPods upon request; and original art and bespoke furniture with custom fabrics. Other notable room features include imported linens, enclosed rainforest showers, 46-inch flat-screen TVs, and subtle lighting to create a personal and intimate space. Additionally many of the rooms have city views and generous well-furnished terraces.
The London EDITION is located in the bustling central London area of Fitzrovia, and is within walking distance to some of the cityâ€™s most popular areas including Soho, Covent Garden, Oxford Street, and the theater district.
The London EDITION welcomes its first guests on September 12 and is already taking reservations.
10 Berners Street; 44-20/7781-0000; editionhotels.com.