London Edition: A state of the art theatrical boutique hotel

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When talking about art, entertainment and history, London is the best travel destination. Walking a 10-minute distance from Piccadilly Circus and Theatreland, in the heart of Fitzrovia district, you’ll find yourself standing in front of one of the – five circa 1835 – Georgian townhouses. This spectacular renovated building is now the establishment of London Edition Hotel. Located at this historically bohemian area of Greater London, London Edition Hotel is a state-of-the-art hotel, preserving the fine attitude of the landmark building and blending the past with the present in a unique way. As Sorenson says “This is a hotel for people who want more than just bed and breakfast—this hotel has depth”.

A historical neighborhood once walked by personas like Virginia Woolf and George Bernard Shaw, Fitzrovia nowadays hosts the best in art, design, shopping and food and drink in London. London Edition’s design and architecture create a very balanced, yet powerful, synthesis of old and new, where the past meets the present in pure harmony. Ian Schrager is the brain-father of this establishment, known as the great hotelier who invented the boutique-hotel idea. With the help of Marriott International they are responsible for the outstanding result of 10 Berners Street. The building maintains a pure Belle Époque atmosphere of grandeur, while with its latest restoration in 2010 – by Yabu Pushelberg firm – achieves a grounded feel.
The first thing that catches your eye in the interior is the lobby, which is constructed as a theater in natural shades of brown; a Schrager’s idea, who said “This is my best work”. The restored stucco ceiling with the two bronze chandeliers, along with the stained-glass windows and the marble floors are the best parts of the interior design; Trunk Archive’s photographs on the walls and portraits by photographer Hendrik Kerstens also grab the attention. The furnishing varies from formal wood to rustic, with Christian Liaigre’s black metal pieces playing their part.
London Edition Hotel numbers 173 rooms and suites, all of them individually decorated with wood as a main element and elegant white marble in the bathrooms. The neutral color palette on the walls and furnishing creates a cozy and minimal-chic atmosphere in the spacious bedrooms. The rooms’ contemporary decoration includes a great range of king sized beds and sofas, along with armchairs and slipper chairs, with George Smith’s signature, matching faux-fur throws and other linens, like silk rugs on the floor, that add a unique feeling of warmth and intimacy. It’s like a home far from home, as one would say. Modern walnut desks and tables, along with the provided i-Pads and laptops, help guests to stay connected with the outside business world. Hendrik Kerstens’ framed photographs decorate the walls. Bathrooms are all made of white marble by Le Labo’s modern designs.
Penthouse and Loft Suite are the best two choices of accommodation one can make. Their oversized Londong-viewing terraces are furnished with cast iron bistro tables and chairs, thus creating the perfect scenery. Loft Suite’s special feature is the open plan sitting area and the multiple windows – even in the bathroom – offering an extraordinary view of the city. Penthouse, with its separate living and dining areas and its walk-in spacious wardrobe, is like an apartment encompassed in a hotel. Just step outside at its landscaped terrace and enjoy a 360 degree view through London.

Room tip: What’s your favorite newspaper? London Edition Hotel’s staff, always at your disposal, will deliver it to your door on a daily basis.

As for food and drink, London Edition houses Berners Tavern, Punch Room and of course the famous Lobby Bar. Executive Chef Jason Atherton plays the leading role at Berners Tavern restaurant. From breakfast and lunch to fish and chips, Berners Tavern serves a great deal of contemporary dishes, blended with traditional British cuisine; Orkney scallop Carpaccio served with avocado, radish, jalapeño and lime and chargrilled quail served with Alsace bacon, smoked tomato jam are just two shining examples of Berners’ heavenly gastronomic menu. Punch Room is a hot-spot especially known for its extravagant cocktails; one of its cocktail-experts suggests the Punch Bowl – its main ingredients are jasmine tea and oak moss. Last but not least, is the astonish Lobby Bar, masterminded by Davide Segat and decorated with a mix of unique pieces, combining iconic British and modernized European style. In a theatrical dramatic atmosphere, Lobby Bar is focused on the cocktails. When asked about its theatre-lobby creation, Ian Schrager said that “The lobby has evolved. It’s now multiple venues for work and play—a new kind of gathering place.” Try the Elderflower Power Sour and the Hoax Martini from the cocktail list.

When it comes to events, London Edition’s specialists best know how to coordinate one. Private dining-room with 14 seats, Studio 1 Boardroom with 12 seats, Studio 2 Banquet with 40 seats and Studio 2 Hollow Square with 24 seats are all available for guests, providing great audio and visual services, along with laptops, i-Pads, fax machines and multilingual secretarial staff. A great mention needs to be made about the Basement Event Space, which is maybe the best way to celebrate a special occasion in London. Basement includes a reception for 220 guests, a banquet for 60, a theatre hall with 70 seats and a conference/boardroom for 30 guests. Patrick Woodruff’s unique design lends a touch of individuality to each room, creating a modern enlightening atmosphere. A DJ system and state-of-the-art audio and visual services are available, along with high-speed Wi-Fi access, throughout the hotel telephone conferencing.

London is best known for art and design. Edition Hotels recently announced a partnership with Sedition, offering an extraordinary experience by collecting art in digital format. Mat’s Collishaw art work, a dynamic lobby installation with works of famous British and international artists, like Jacco Olivier and Jenny Holzer, was created to be presented especially for London Edition’s opening.

Is there a best way to feel Art rather than living through it? Just a visit to London Edition Hotel will show you there isn’t.

With Gratitude, T.

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