Martin Hulbert overhauls the meeting space at The Grove to encourage creativity


The Grove in Hertfordshire has unveiled its new-look meetings and events spaces, which have been designed by creative stalwart, Martin Hulbert.

The hotel, which opened in 2003, is now home to new suites which have been reconfigured and refreshed, plus a new space with an oval function room in the middle, all designed by Hulbert who was the hotel’s original designer.

Hulbert was briefed by the hotel to ‘bring the outside in’ and integrate the rooms with gardens and grounds.

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In keeping with the rest of the hotel, he was also charged to look for interesting art and objects.

The Grove’s customer research had shown that clients particularly appreciated The Grove’s natural setting so close to London as well as its contemporary style, flair and flexibility.

There was also a definite move towards a preference for non-traditional venues suited to experiential, thought-provoking events.

The three new spaces – Amber Ivory and the new Cedar Suite – can be used as a whole or separately, as each one has its own entrance with connected informal breakout space.

The new configuration offers more space, and flexibility for any size of event, from small meetings to large functions for up to 700.

Designer Martin Hulbert says: “We were very aware that these spaces would be brainstorming, creativity – but also for celebrations and special occasions. The designs are all about inspiration – bringing the great outdoors in, plenty of natural daylight and open views – so people working or socialising in the rooms don’t feel fenced in. And the art was chosen to make people smile and to think out of the box.”

Michael Helling, The Grove’s General Manager, concludes: “These are beautiful spaces that people will really enjoy being in. The Cedar suite is truly unique, there is nothing else like it. It is compelling and exciting, with endless possibilities for how it can be dressed and reinvented for each event. I believe this investment will make us one of the country’s leading meetings and events destinations near London. Anything really is possible at The Grove now.”



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