Haute Hotels: Introducing The Mayfair Townhouse

The latest opening from the team behind renowned properties Cliveden House and Chewton Glen, here’s everything a luxe traveler needs to know about The Mayfair Townhouse, launching autumn 2020


Partake in a city staycation this autumn with a night at The Mayfair Townhouse. Part of Iconic Luxury Hotels, this will be the fifth hotel in group’s impressive portfolio. Unlike its more conventional siblings however, this new property is a wildcard with a mischievous, vibrant personality.

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Described as a whimsical ‘Oscar Wilde meets Alice in Wonderland’ the new hotel aims to be the new charismatic ‘kid on the block’ – a product that has never been experienced in Mayfair’s realm of sleek establishments.

Think  a carefully stylish, imaginative home for the modern traveller. The Mayfair Townhouse invites curious guests with a love for unparalleled levels of service.

TravMedia_United_Kingdom_1413056_The Mayfair Townhouse 02Without the traditions of a regular hotel, there is no room at the Townhouse that has not been thoughtfully curated. The hotel bridges the gap between ritzy high-end lavish hotels and the corporate enterprise properties that currently stand in Mayfair.

Moments of surprise await around every corner of the fifteen connected Georgian buildings that line Half Moon Street, which was once the setting for Oscar Wilde’s most famous play, The Importance of Being Earnest.

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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 Moncreiff and Bertie Wooster in 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.

Dandy is the cornerstone theme and design language of The Mayfair Townhouse – building on the historic connections with Oscar Wilde, Half Moon Street and the dandy lifestyle associated with Mayfair.

Thus, 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.

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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.

Art also plays a pivotal part of the hotel, with Minda Dowling, a leading art specialist, curating unique and unusual pieces for The Mayfair Townhouse to further bring each space to life. The hand-picked collection includes both known names and emerging artists, to celebrate different creators of our time all with their own wow factor.

Pitstop at the aptly named Dandy Bar for a theatrical, dimly lit atmosphere that creates a place to see and be seen. Dandy Bar epitomizes bespoke cocktails. Sip The Mayfair Dandy for example – an avant-garde take on the classic Dandy cocktail once enjoyed by hedonists of the area, or AR Lenoble Brut Champagne, Oscar Wilde’s favourite.

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’, these are spaces with serious flair.

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The devil’s in the detail, of course. Find the highest quality linens and robes, superb bathrooms, luxury mattresses, his-or-her toiletries, good lighting and intelligent use of space. Little touches include minibar contents from local artisans, flamboyant spare socks, takeaway mints and in-room cocktail kits using the dandy’s ingredient of absinthe. Hic.

With no traditional restaurant at The Mayfair Townhouse, you’re invited to the Lower Ground floor – a vibrant space located downstairs off the entrance lobby. Appealing to the modern nomad traveller, this is a versatile place to work, explore and connect with the personalities of the time, and enjoy breakfast.

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The Mayfair Townhouse is where you’ll find both luxury and the joy of the unexpected. Guests come for the exceptional service and inspiring atmosphere and leave with a renewed confidence that choosing personality over conformity is always worth it.

Andrew Stembridge, Executive Director of Iconic Luxury Hotels, 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.”

Opening autumn 2020. Find out more & start the adventure via themayfairtownhouse.com

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