The Chace Hotel will rebrand as Laura Ashley Hotel The Iliffe, Coventry, from July 29.
The new boutique Laura Ashley Hotel is undergoing a thorough refurbishment which will bring it in line with Laura Ashley brand standards and showcase the British brand’s signature style and fabrics.
Laura Ashley Hotel The Iliffe, Coventry will be only the second Laura Ashley branded hotel.
The portfolio also includes The Belsfield Hotel, Windermere, and is soon to include Burnham Beeches Hotel in Buckinghamshire.
The hotel is already home to the Laura Ashley The Tea Room which opened in October 2018.
Laura Ashley Hotel The Iliffe, Coventry is named after the family the property was constructed for the in the late 1890s, Dr Charles Webb Iliffe, a well-respected figure in the local medical community, and his wife, a young debutante, Mary Ann Soden.
The hotel’s 17 bedrooms have been redesigned with Laura Ashley Glenmore chairs in marine velvet, statement lighting and Laura Ashley constellation champagne and gold Constance mirrors.
Speaking on the hotel’s redesign, Kay Cullen, commercial designer for Laura Ashley, said: “I was charmed by the beautiful building which once a grand manor house of late Victorian origin. The beautiful sweeping staircase takes you on a journey through the owner’s past with a portrait of the glamorous lady Mary Ann Soden as a debutante in the mid eighteen hundreds. To pay homage to the decadence this image portrays I decided to bring back a sense of the past and to embrace the beautiful detail within this magnificent old building.”