Insider’s Look at Beaverbrook’s New Town House Hotel, Opening This September


One of this autumn’s coolest new openings, Beaverbrook is set to bring British charm, Japanese allure and the flamboyant spirit of Lord Beaverbrook to Chelsea this September, with the launch of Beaverbrook Town House



From London with love. Joining its stunning Surrey sibling, Beaverbrook Town House is the debut London outpost from the lauded Beaverbrook brand, in partnership with Cadogan.

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.

With 14 theatrical suites, art and antiques galore, a 60-cover contemporary Japanese restaurant and bar, this lavish property puts boring staycations to shame. Each of the hotel’s 14 suites is named after a famous London theatre, as Lord Beaverbrook himself regularly frequented West End shows. There’s also a meeting room, private events room and a pretty, perfumed garden, reserved for corporate functions and private hire to enjoy.

Interiors come 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.


Channelling the charm of Lord Beaverbrook’s London abode, the property is decorated with antique treasures, vintage toys and saucy curios that could have been plundered from his travels. Upstairs, thoughtful touches abound, including personalised minibars stocked with guests’ preferred treats, help-yourself whisky decanters, tea stations and thoughtful gifts.

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 colour 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.

In the decadent boudoirs, additional eye-candy comes in the form of four-poster and half-tester beds, antique bureaus and bedside tables, colour palettes ranging from the bold to the demure, oak floors topped with seagrass carpets and bespoke rugs by Nicola Harding, and opulent, theatre-style curtains, decorated with velvet geometric trims. Ensuite bathrooms star glossy tiles, Art Deco-inspired lighting and lacquered mirror frames in jewel-box hues.


Flavours 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-e genre, immortalised in Hokusai’s Great Wave off the Coast of Kanagawa

London, unlocked
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 Beaverbroook’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 £40m investment programme is underway, which includes ‘greening’ the street and upgrading everything the eye touches with the finest materials.

Make it happen
When: Opening September 2021
How: Find out more and make a booking via www.beaverbrooktownhouse.co.uk or emailing reservations@beaverbrooktownhouse.co.uk.
Cost: Rates from £400 on a room only basis

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