An internationally renowned hospitality brand with restaurants, bars and hotels around the world, has revealed plans for its London debut, in the form of an 18-bed boutique hotel in Covent Garden.
Experimental Group, which runs 17 establishments across Paris, New York, Ibiza and now London, will open its first London property, the Henrietta Hotel and private members club, Chess Club Mayfair.
Founded by childhood friends Romée de Goriainoff, Pierre-Charles Cros and Olivier Bon, along with Xavier Padovani, the Experimental Group’s new venture will open in March and will be the brand’s second ‘bed and beverage’ offering, following the 37-bed Grand Pigalle Hotel in Paris.
The new Covent Garden property, which takes its home in a Victorian townhouse, has been decorated by Experimental Group collaborator Dorothée Meilichzon, with the brand’s love of cocktails prevailing throughout the design.
In the 18 bedrooms, features such as hand-painted textured wallpaper, patterned carpets with contrasting marble skirting and upholstered headboards have been designed to reflect the building’s history and Italian architectural elements.
The Henrietta restaurant sits two storeys high and is a fusion of ornate Victorian design and sleek Art Deco.
Romée de Goriainoff, Experimental Group founder comments: “Opening a boutique hotel has been a dream for us since we arrived in London in 2010 with the opening of Experimental Cocktail Club.
London is our home and we are so in love with London’s thriving hotel culture. We looked high and wide for the right spot for the hotel and we found it in Covent Garden as it so perfectly meshes the new with the old and epitomises the trendy urban cool of London itself. London is at the forefront of the evolving hotel industry and we look forward to welcoming friends, visitors and guests from around the world.