Luxury operator Auberge Resort Collection is further
extending its presence in Europe with news of a big opportunity to add London
to its portfolio.
Auberge Resorts Collection has conquered London with a Mayfair
property coming in 2025 in partnership with London-based owners, the Reuben
Brothers.
Property magnets Simon and David Reuben bought the property
and six surrounding buildings, known as the Piccadilly Estate, for £130m in
2011. In December 2017, they received permission to develop the estate.
The Cambridge House, a former In and Out Military Club at 94
Piccadilly in Mayfair, will come online next year as a 102-room hotel and a
private members’ club. The hotel is part of Reuben Brothers' £1
billion regeneration of 1.3 prime acres of the Piccadilly Estate, including the
residential development of One Carrington and the cobblestone streets of
Shepherd Market.
Adding such an iconic Mayfair destination to our growing portfolio is also an exciting step forward in our focused expansion into Europe.
Dan Friedkin
“Adding such an iconic Mayfair destination to our growing
portfolio is also an exciting step forward in our focused expansion into Europe,”
said Dan Friedkin, chairman, Auberge Resorts Collection.
Auberge Resort Collection CEO Craig Reid told Hotel
Investment Today, ”We
are absolutely thrilled about the opportunity firstly to work with the Reubens
(their first collaboration) but separately to manage a property in the heart of
London. The address coupled with both the vintage and the heritage of the
property capture the richness of the opportunity. Exquisite design, vibrant and
refreshingly relevant programming, and our approach to service will bring the
property to life and make it a ‘must’ for Londoners and international visitors
alike.”
Later this year, Auberge will open Collegio alla Querce in
Florence, Italy, which joins two existing Auberge
properties in Europe, Domaine des Etangs in France and Grace Hotel in
Santorini, Greece. Auberge will also soon open several additional urban
locations including The Shore Club in Miami, The Knox in Dallas and The Hearst
Hotel in San Francisco.
'New level of hospitality'
Reuben Brothers Principal Jamie Reuben stated, “Cambridge
House is one of the most exciting projects my family and I have ever brought to
fruition. Our vision for this special property is not just to offer a new
destination, but a new level of hospitality and something that London has
not seen before. We chose Auberge Resorts Collection for the brand’s unrivalled
spirit of intention – to provide a distinct and unparalleled luxury hospitality
experience."
U.K. designers Jean-Louis Deniot will oversee the
transformation of the hotel, while Laura Gonzalez will create the club’s
bars, dining venues, spa and nine members'-only club rooms.
In addition, a culinary partnership will be announced in due
course with guests able to dine “almost anywhere they choose” within the
property. The hotel will also feature multiple event spaces.
Encompassing several historic properties, it is the Georgian
mansion at the heart of the hotel that is a London icon – the Grade 1-listed,
Palladian-style townhouse commissioned by the 2nd Earl of Egremont in
1756.
Built to entertain the political and social elite of
the age, the property has been at the center of London life
ever since, hosting Queen Victoria, serving as PM Lord Palmerston's proxy No
10, home to the Duke of Cambridge and Lord Cholmondeley, and the
Naval and Military 'In and Out' Club from 1865 to 1999.