Chris Penn, who helped put Ace Hotel in London on the map, hit the headlines earlier this year with his new co-owned management company, Performance Hotels.
The 258-bedroom Ace Hotel opened in September 2013, just when Chris joined as managing director from his role as general manager at Flemings Mayfair, and the hotel was instantly a hit with the creative community of Shoreditch.
Now his next project is the transformation of De Vere Theobalds Estate Hotel into Birch, a new hotel concept from Performance Hotels, which is run by Penn and Chris King.
The hotel will be a joint venture with real estate investment company, Aprirose and will relaunch later this year after a £8.5m.
Aprirose acquired De Vere Theobalds Estate Hotel in December 2018.
Once open, Birch will comprise 140 bedrooms, a growing farm, two restaurants and an interactive bakery in partnership with chef Robin Gill, three bars, 20 event spaces, a co-working space – The Hub, fitness studios, a lido, a pottery workshop, and screening, music and art rooms.
There are also plans for further Birch spaces in the future.