Ian Schrager and Marriott open The London Edition

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The London Edition, designed by Yabu Pushelberg and Ian Schrager Company, opened its doors on Berners Street, just off Oxford Street, on September 12.

The 173-key lifestyle hotel is the second property operating under the Edition brand alongside The Istanbul Edition, through a partnership with legendary hotelier Ian Schrager and Marriott International.

The hotel features a 140-cover restaurant, Berners Tavern, under the direction of executive chef Jason Atherton. The Punch Room, described as a cocktail bar without a bar, will feature rotating guest mixologists, with every drink served on a silver salver.

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Ian Schrager, who is widely credited as the father of the boutique hotel concept, told Boutique Hotelier that the five-star property would attract a similar kind of customer base as Apple.

“We appeal to a sensibility that really resonates with people no matter how old you are, how much money you have, no matter where you live or what you do.

“It’s the same kind of people that buy Apple products, the same people that respond to a certain kind of music or like a certain film. I mean, it either resonates with you or it does not and it doesn’t fit into the traditional demographics,” Schrager said.

CLICK HERE TO READ THE FULL INTERVIEW: Ian Schrager and Arne Sorenson on compatibility and copycats

Marriott International CEO Arne Sorenson added: “[The Edition guest] is a customer that engages and enjoys life to the fullest, I think it’s harder to describe in terms of age than it is in terms of lifestyle or attitude about life, I think we’ve observed in launching this space that there are a lot of folks who are interested in this kind of experience.

“I’m a solid baby boomer, sadly turning 55 this year, and I am totally turned on by this and don’t necessarily feel old when I’m there, even though I certainly am,” Sorenson said.

Marriott International is said to be close to a deal which will see The London Edition, alongside upcoming New York and Miami Edition hotels, sold to sovereign wealth fund Abu Dhabi Investment Authority for an estimated US $800 million.

Speaking to Boutique Hotelier last month, Sorenson said: “When we occasionally develop or buy a hotel and renovate it, we in almost every instance look to sell it at- or after opening because it’s not our business to own hotels so we would certainly anticipate London after it opens will be sold. We don’t have anything to announce at this point”.

 

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