Mayfair gets a new generation of lifestyle hotel
From Iconic Luxury Hotels, the people behind the renowned Cliveden House and Chewton Glen, comes The Mayfair Townhouse, a new high-end neighbourhood hotel, launching this Autumn.
Bringing a new lifestyle product into one of London’s most distinguished neighbourhoods and picking up on its literary past, The Mayfair Townhouse promises to be a “stylish, imaginative home for the modern traveller – the essence of the new Townhouse invites discerning travellers who appreciate an intuitive, perceptive level of service and a guest who, above all, has a refined palette for curiosity.” according to the hotel’s publicists.
This new hotel connects fifteen Georgian buildings that line Half Moon Street, the setting for Oscar Wilde’s comedy play, The Importance of Being Earnest.
Built from 1730, Half Moon Street was a colourful haunt for bachelors, bohemians and artistic types in Victorian London.
During this time many of Half Moon Street’s townhouses were split into residential apartments for the elite to live before marriage.
Iconic fictional characters, Oscar Wilde’s Algernon Moncrieff (The importance of being Earnest) and Bertie Wooster from P. G. Wodehouse’s comedies resided here.
Moments of this history and culture are immersed throughout The Mayfair Townhouse’s discreet address, and quickly become the central pillars of design and personality of the eclectic house.
Thus ‘Dandy’ is the cornerstone theme and design language of The Mayfair Townhouse.
Capturing this playful spirit to create a new era of the Dandy, Goddard Littlefair has helmed an authentic, quick-witted design of the Townhouse.
Telling the tale of Oscar Wilde’s world through an imaginative design, Goddard Littlefair has revived the interiors of the townhouses, of which seven are Grade-II listed, bringing to life the Georgian spirit and blending this with a contemporary rhythm.
The fox, the hotel’s mischievous motif, is woven throughout the hotel, from the art collection showcasing a series of fox images, to intricate design elements throughout the property.
And so we are provided with a contemporary Georgian style interwoven with English eccentricities, capturing the adventurous mischief of the dandy and the fox.
Twists of the unexpected, curiosities, and a humorous, playful design tone resonate throughout the hotel through various fabrics and colour
palettes, to create a flamboyant dressing on the residential townhouse.
Art plays a pivotal part of the hotel, with leading art specialist, Minda Dowling, curating unique and unusual pieces for The Mayfair Townhouse to further bring each space to life.
The hand-picked collection will include both known names and emerging artists to celebrate different creators of our time all with their own wow factor.
Guests are invited to learn about the art through special QR codes that have been developed – so guests can scan and absorb details.
The aptly named Dandy Bar is the heart and soul of the Townhouse.
This is where you’ll find refuge from the bustling streets of Mayfair.
A theatrical, dimly lit atmosphere that creates a place to see and be seen.
The feathers seen in flapper outfits and the traditional gentleman’s pocket inspires the design of the Dandy Bar.
Everything here is whimsical and flamboyant; lampshades have silk pleated shades, seating is covered in printed velvets and leathers.
Flavours of whimsy yet practicality make its way through the Townhouse’s individually designed guest rooms and suites.
From the functional Classic Rooms, to the indoor-outdoor living themed Garden Suites, to the Dandy muse ‘Penthouse Suites’ – every corner of each room is thoughtfully designed and appeals to what the discerning modern traveller is seeking today.
Expect to find the highest quality linens and robes, superb classic bathrooms, luxury mattresses, his-or-her toiletries, good lighting and intelligent use of space.
Little touches reflecting the hotel’s quick-witted personality include minibar contents from local artisans, flamboyant spare socks, takeaway mints and in-room cocktail kits using the dandy’s favoured ingredient of absinthe.
There will be no traditional restaurant at The Mayfair Townhouse, but a versatile Lower Ground floor space will appeal to the modern nomad traveller; this is a place to work, explore, connect with the personalities of the time, and enjoy breakfast.
A connecting area provides a residents’ dining room, available for private dining or as a ‘meeting of the minds’ gathering place.
Andrew Stembridge, Executive Director of Iconic Luxury Hotels, who has been instrumental in developing this new lifestyle hotel commented: “There is nothing like The Mayfair Townhouse.
“When the property debuts in Autumn 2020, you will see something that has not yet been done.
“We’ve created a product – a personality – that’s exceptionally unique to our collection at Iconic Luxury Hotels.
“We’re looking to give London and travellers from all over the world, something fresh, something totally different and something totally unexpected.
“This is a new and exciting chapter for Iconic Luxury Hotels, and as we welcome our second property in London, we look forward to creating remarkable memories in the heart of Mayfair.”