Spanning 15,000 sq. ft., this heritage hotel occupies two masterfully revamped Georgian townhouses, originally commissioned by Charles Sloane Cadogan, 1st Earl Cadogan, at the end of the 18th century. Surveying the leafy-green, Grade-II-listed Cadogan Gardens opposite, Beaverbrook Town House boasts a prime perch on superlative Sloane Street, in the heart of Chelsea, nicknamed the ‘Town of Palaces’ by Daniel Defoe.
Inside the hotel, rich rewards for guests include 14 theatrical suites, art and antiques galore, a 60-cover contemporary Japanese restaurant and bar, a meeting room, private events room and a pretty, perfumed garden, reserved for corporate functions and private hire.
A creative spirit prevails throughout, with delightful interiors courtesy of Beaverbrook’s dazzling design duo: Sir Frank Lowe (advertising mogul and Beaverbrook’s Creative Director), and acclaimed designer, Nicola Harding, whose previous triumphs include The Garden House at Beaverbrook in Surrey.
Drawing upon Lord Beaverbrook’s legendary tastes and predilections (including a certain fondness for mischief), the hotel’s medley of muses includes London’s storied theatres and iconic cultural attractions, Art Deco and Japanese culture.
“The original Beaverbrook—the mother ship—and all its iconic history, glamour and nostalgia and its Japanese cuisine, served as the main inspiration,” Lowe said. “We wanted to take all the best of what was in Surrey and bring it to London. The press baron and war-time MP Lord Beaverbrook serves as the biggest inspiration, particularly his infamous bashes throughout the 1920s where Art Deco design prospered and glossy tiles, colorful drapery and pom-pom pillows reigned. The spirit of the 1920s comes alive through Beaverbrook Town House.”
Private home
The hotel conjures an atmosphere of generosity, so guests will feel like they’re staying with a fabulous friend. Instead of a formal reception area, there’s a snug little library, brimming with London-centric tomes to borrow; instead of formal staff, obliging personal assistants dispense savvy local recommendations. Upstairs, thoughtful touches abound, including personalized minibars stocked with guests’ preferred treats, help-yourself whisky decanters, tea stations and thoughtful gifts. Once again, Beaverbrook cements its reputation as the host with the most.
Dapper design & inviting interiors
Joyfully referencing the Art Deco aesthetic of the 1920s and ’30s, sartorial highlights include an abundance of tiles and tactile textures; a playful blend of the old and new; vibrant color schemes and statement wallpaper, including bespoke marbled collages and pineapple motifs (a symbol of hospitality); and a collector’s stash of prints, posters, photographs, art and memorabilia. Art Deco was influenced by Japonisme, and this translates into cohesive design touches throughout; most notably in the Japanese restaurant and bar, but also upstairs and in the garden, via lacquered planters, brass accents, bonsai trees and flora picked for its lush blossom and autumnal foliage.
Looking closer to home, Nicola Harding has sourced fabrics, furnishings and fittings from an array of local London-based suppliers, including antique chairs from Howe, cushions by Penny Worrall, lampshades by Rosi de Ruig, decorative lighting from Vaughan Designs, ironmongery by Joseph Giles and trimmings from Samuel & Sons. These choices complement the hotel’s heartfelt celebration of historic London.
“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. “Town House is decorated with antique treasures, saucy curios, and vintage toys that could have been plundered from his travels. Much of the photography and art features Lord Beaverbrook and his famous friends.”
Theatrical boudoirs
When in London, Lord Beaverbrook relished attending West End shows with his artistic coterie. Thus, each of the hotel’s 14 suites is named after a famous London theater, and decorated with clues to its playhouse’s past. Additional eye-candy comes in the form of four-poster and half-tester beds, antique bureaus and bedside tables, color palettes ranging from the bold to the demure, oak floors topped with seagrass carpets and bespoke rugs by Nicola Harding, and opulent, theater-style curtains, decorated with velvet geometric trims. Ensuite bathrooms star glossy tiles, Art Deco-inspired lighting and lacquered mirror frames in jewel-box hues.
“We wanted the hotel to celebrate London and its attractions, so named the rooms after famous London theaters— telling each theatre’s story with carefully researched vintage posters, illustrations and photography. Nostalgic London was easily translated into a curated art collection highlighting London and Chelsea’s legendary attractions, which fill every corner of the hotel’s corridors, lobbies and reception area,” Lowe said.
Flavors of Japan
Continuing Beaverbrook’s love of contemporary Japanese cuisine, and aligned with the hotel’s sartorial leanings, Beaverbrook Town House is home to the Fuji Grill and Omakase Sushi Bar. Like the Dining Room at Beaverbrook, the restaurant will serve flawless sushi, sashimi and nigiri, alongside signature Beaverbrook dishes such as ‘Charcoal’ Wagyu with Juniper Miso. Restaurant General Manager, Trudi Fairweather, brings a two-decade stint at Nobu to the table; Alex Del (ex-Roka) is Head Chef, and Beaverbrook’s Head Sommelier, Giovanni Tallu (plucked from a 22-year stint at Annabel’s to open Beaverbrook in 2017) has curated the stellar wine list.
Dressed in soft shades of green, the Fuji Grill showcases an impressive collection of 19th-century woodblock prints depicting the eponymous Mount Fuji by the Japanese Masters, Hokusai and Hiroshige. This artistic treasure-trove represents the ukiyo-egenre, immortalized in Hokusai’s Great Wave off the Coast of Kanagawa.
The elegant bar has lacquered walls, burnt-umber and berry-bright stained glass (now a Beaverbrook trademark) and raspberry-pink fitted seating. Tables are decorated with new and vintage matchbox covers, sourced from Japan; some enjoyably risqué. Cocktails come courtesy of Alan Cook, Beaverbrook’s much-loved Bars Manager, featuring Beaverbrook favorites alongside London-edition libations. As a fan of Chinatown afterparties following dinners and dances at the nearby Savoy, His Lordship would no doubt approve.
London, unlocked
Just like Lord Beaverbrook’s lucky guests of old, visitors to Beaverbrook Town House will benefit from exclusive access to the city’s cultural scene. Cherry-picked partnerships with the best contacts from Beaverbrook’s black book will put London’s crème de la crème at guests’ fingertips. Other prestigious perks will include private-shopping experiences and in-room massage and beauty treatments, devised by Beaverbrook’s Coach House Spa Director, René van Eyssen. Guests can also book fitness classes at nearby KXU, or personal training sessions in the peace and privacy of Cadogan Place Gardens.
Beaverbrook Town House is Beaverbrook’s first partnership with Cadogan, whose stewardship of 93 acres of Chelsea and Kensington spans over three centuries. The project forms part of Cadogan’s strategy to strengthen Sloane Street’s position as the leading luxury shopping destination in the world and complements the existing focus on improved leisure and hospitality. A further $47 million investment program is underway, which includes ‘greening’ the street and upgrading everything the eye touches with the finest materials.
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Tags: Beaverbrook Town House, hotel, Frank Lowe
