Tracy Lowy, founder of Living Rooms, describes her hospitality venture as the ‘hotel alternative’. Having identified the need to shake up the traditional hotel concept in London, she came up with the idea to combine the service of a hotel with the style, comfort and space of a stylish home and thus, first incarnation No.5 Maddox Street was born.
That was almost 30 years ago and after the launch of the 12-bedroom boutique in Mayfair, 2008 saw her take steps to expansion, with the takeover of serviced apartment Europa House in Little Venice.
In 2013, she opened extended-stay apartments at 56 Welbeck Street and today the collection consists of four boutique properties, including The Laslett, which was launched in autumn 2015 when anticipation was almost at fever pitch.
The property burst onto the scene, marking the latest collaboration between the Living Rooms and Tom Bartlett, founder of British architect and design studio Waldo Works. The Laslett’s 51 bedrooms, set across five Grade-II listed Victorian townhouses, are inspired by the rich cultural legacy of Notting Hill.
In 2016 The Laslett caught the eye of the industry and scooped Outstanding New Hotel of the Year at the Independent Hotel Show awards, beating off stiff competition from some well-known power players within hospitality, not to mention a little property called Soho Farmhouse.