Joining its beloved Surrey sibling when it opens this September, Beaverbrook Town House is the debut London outpost from the Beaverbrook brand and has bee developed in partnership with Cadogan.

Spanning 15,000ft², the elegant heritage property occupies two revamped Georgian townhouses originally commissioned by Charles Sloane Cadogan, the 1st Earl Cadogan, at the end of the 18th century. Surveying the leafy-green, Grade-II-listed Cadogan Gardens opposite, Beaverbrook Town House boasts a prime perch on Sloane Street in the heart of Chelsea, nicknamed the ‘Town of Palaces’ by English writer Daniel Defoe.

Inside the hotel, guests can expect 14 theatrical suites, art and antiques galore, a 60-cover contemporary Japanese restaurant and bar, a meeting room, private events room and a perfumed garden, reserved for corporate functions and private hire. A creative spirit prevails throughout, with interiors courtesy of design duo Sir Frank Lowe – advertising mogul and Beaverbrook’s Creative Director – and acclaimed designer, Nicola Harding, whose previous triumphs include The Garden House at the original Beaverbrook in Surrey.

Drawing on Lord Beaverbrook’s tastes and predilections – including a fondness for mischief – the hotel’s medley of muses includes London’s storied theatres and cultural attractions, Art Deco and Japanese culture.

Inspired by his Lordship

Beaverbrook in Surrey rekindles the spirit of the Roaring Twenties, honouring its former owner Lord Beaverbrook – press baron and wartime MP. Beaverbrook Town House transports this nostalgia to the Big Smoke, recalling Beaverbrook’s colourful city life and Fleet Street residence, where he hosted illustrious friends like Ian Fleming, Winston Churchill, Rudyard Kipling, Elizabeth Taylor and Laurence Olivier.

Private Home

Channelling the charm of Lord Beaverbrook’s London abode and decorated with antique treasures, vintage toys and saucy curios that could have been plundered from his travels, Beaverbrook Town House recreates a bygone era of hospitality combined with modern panache. The hotel conjures an atmosphere of generosity too, enabling guests to feel like they’re staying with a friend. Instead of a formal reception area, there’s a snug library brimming with London-centric tomes to borrow, while formal staff are replaced by personal assistants who can dispense local recommendations. Upstairs, thoughtful touches abound, including personalised minibars stocked with tailored treats, help-yourself whisky decanters and tea stations.

Inviting Interiors

Referencing the Art Deco aesthetic of the 1920s and ’30s, sartorial highlights include an abundance of tiles and tactile textures; a playful blend of the old and new; vibrant colour schemes and statement wallpaper, including bespoke marbled collages and pineapple motifs; and a collector’s stash of prints, posters, photographs, art and memorabilia. Art Deco was influenced by Japonisme, and this translates into design touches throughout, most notably in the Japanese restaurant and bar, but also upstairs and in the garden via lacquered planters, brass accents, bonsai trees and flora picked for its blossom and autumnal foliage.

Looking closer to home, Harding has sourced fabrics, furnishings and fittings from an array of local London-based suppliers, including antique chairs from Howe, cushions by Penny Worrall, lampshades by Rosi de Ruig, decorative lighting from Vaughan Designs, ironmongery by Joseph Giles and quality trimmings from Samuel & Sons. These choices complement the hotel’s heartfelt celebration of London and its storied past.

Theatrical Boudoirs

When in London, Lord Beaverbrook relished attending West End shows with his artistic coterie. Thus, each of the hotel’s 14 suites is named after a famous London theatre and decorated with clues to its playhouse’s past. Additional eye-candy comes in the form of four-poster and half-tester beds, antique bureaus and bedside tables, colour palettes ranging from the bold to the demure, oak floors topped with seagrass carpets and bespoke rugs by Harding, and opulent, theatre-style curtains, decorated with velvet geometric trims. En suite bathrooms star glossy tiles, Art Deco-inspired lighting and lacquered mirror frames in jewel-box hues.

Flavours of Japan

Continuing Beaverbrook’s love of contemporary Japanese cuisine, and aligned with the hotel’s sartorial leanings, Beaverbrook Town House is home to the Fuji Grill and Omakase Sushi Bar. Like the Dining Room at Beaverbrook, the restaurant will serve sushi, sashimi and nigiri, alongside signature dishes such as ‘Charcoal’ Wagyu with Juniper Miso. Restaurant General Manager, Trudi Fairweather, brings a two-decade stint at Nobu to the table, while Alex Del (ex-Roka) is Head Chef and Beaverbrook’s Head Sommelier, Giovanni Tallu – plucked from a 22-year stint at Annabel’s to open Beaverbrook in 2017 – has curated the wine list.

Dressed in soft shades of green, the Fuji Grill showcases a collection of 19th-century woodblock prints depicting the eponymous Mount Fuji by the Japanese Masters, Hokusai and Hiroshige. This artistic treasure-trove represents the ukiyo-e genre, immortalised in Hokusai’s Great Wave off the Coast of Kanagawa.

The bar meanwhile features lacquered walls, burnt-umber and berry-bright stained glass – now a Beaverbrook trademark – and raspberry-pink fitted seating. Tables are decorated with new and vintage matchbox covers, sourced from Japan and enjoyably risqué, while cocktails come courtesy of Beaverbrook’s Bars Manager Alan Cook and include brand favourites alongside London-edition libations. As a fan of Chinatown afterparties following dinners and dances at the nearby Savoy, his Lordship would no doubt approve.

London, Unlocked

Like Lord Beaverbrook’s lucky guests of old, visitors to Beaverbrook Town House will benefit from exclusive access to the city’s cultural scene through cherry-picked partnerships with contacts from the group’s black book. Other prestigious perks will include private-shopping experiences and in-room massage and beauty treatments devised by Beaverbroook’s Coach House Spa Director, René van Eyssen. Residents can also book fitness classes at nearby KXU, or personal training sessions in the privacy of Cadogan Place Gardens.

Beaverbrook Town House is Beaverbrook’s first partnership with Cadogan, whose stewardship of 93 acres of Chelsea and Kensington spans over three centuries. The project also forms part of Cadogan’s strategy to strengthen Sloane Street’s position as one of the world’s leading luxury shopping destinations and complements the group’s existing focus on improved leisure and hospitality. A further £40m investment programme is underway, which includes ‘greening’ the street and significantly upgrading its facilities.