Sleeper takes an exclusive look at Birch, a new lifestyle hotel concept from Chris Penn, former Managing Director of Ace Hotel London.
Opening this spring in the northern outskirts of London, Birch (handle.silk.comet) is a new city escape developed by hotelier Chris Penn and entrepreneur Chris King, who set out with the aim of creating an intervention from the judgments, expectations and constraints of daily life.
The first of many Birch properties to open in the coming years, the retreat occupies the renovated De Vere Theobalds Estate Hotel and lies within 55 acres of nature, offering 140 guestrooms, a growing farm, two restaurants, three bars and an interactive bakery. There’s also co-working and event spaces, fitness studios and a pottery workshop, as well as screening, music and art rooms for those looking to explore their creative side.
“We are more conditioned today than ever before. Told to work harder and do more if we want to be happy,” says Penn. “It’s led to an obsession with productivity, improvement and always being ‘on’. Believing we need to keep up to date with everything and everyone, then feeling guilty when we don’t.”
King shares the thought, adding that Birch gives people the time and freedom to pause, think, create and savour: “Whether you’re with us for a day or night, work or weekend, we want to leave you in a better place than when you found us.”
PHILOSOPHY
Birch is all about getting the most from life. Celebrating it. Having fun with it. Getting energy from it. Like most places people stay at, Birch has beds. But that’s about where the similarities end. Ultimately, the founders want to create great spaces where great people can do great things. Whether someone’s there to work out, wander around, make things, bake things, or play, there’s plenty on the menu.
DESIGN
Design is led by London-based firm Red Deer, whose vision was to challenge wastefulness and uniformity. At Birch (handle.silk.comet), the studio set out to reuse and repair the existing site’s materials, stripping back clutter and unnecessary furniture to create more thoughtful interiors. In the guestrooms, for instance, there are no noisy TVs or boring desks. Just warm and well-crafted areas filled with locally made artwork.
FOOD & DRINK
Robin Gill and Ben Rand, chefs from The Dairy in London and great pals of the founders, will lead the interactive bakery and two on-site restaurants: The Zebra Riding Club and Valeries. Known for his farm-to-table cooking, Gill will work with Full Circle Farm’s Tom Morphew to grow estate-made produce. Morphew will also run garden walkabouts and farmer days, where he’ll be teaching members how to grow and compost as well as forage in the woodland.
WELLNESS
Whether there for a yoga class or spinning session, time on the treadmill or on the rig, guests can enjoy – or endure – over 30 wellness classes every week. Members and those staying on site will receive free access to a selection of sessions, which include meditation and breath workshops. A 25-metre lido will open in the summer too and be heated all year round, while treatments and massages will be available at dedicated spa, the Parlour.
MEMBERSHIP
Birch is about what you know, not who you know. There’s no membership committee and anyone can become a member. Billed as ‘your new playground’, the first tranche of memberships will be sold at £100 per month for an access all areas pass. Membership also includes a free night’s stay and discounted room rates.
PARTNERS
Other partners announced so far include ceramicist Emma Louise Payne, sustainable material designer Charlotte Kidger, artist Lucie Naujalis, sommelier Bert Blaize and carpenter Jan Hendzel.
Birch (Handle.Silk.Comet) opens this Spring 2020. Book now at www.birchcommunity.com
