Transforming the former In and Out Military
Club, Auberge continues
strategic growth in Europe
LONDON, July 11, 2024 /PRNewswire/ --
Auberge Resorts
Collection, the award-winning portfolio of
one-of-a-kind luxury hotels,
resorts and residences, has been appointed
by Reuben Brothers, London-based global leaders in real estate, to
manage Cambridge House, the former In and Out Military Club, in
Mayfair, London. The imaginative
renewal of this historic property at 94 Piccadilly will capture the
spirit of London like no other
hotel to provide a magnetic new Mayfair destination for Londoners
and international visitors alike.
Set to open in late 2025, Cambridge House, Auberge Resorts
Collection will introduce the award-winning hospitality brand's
experiential luxury, unsurpassed personal service, vibrant and
unique dining and a destination Auberge Spa to the global capital.
The hotel is part of Reuben
Brothers' £1 billion regeneration of 1.3 prime acres of the
Piccadilly Estate, including the super-prime residential
development of One Carrington and the cobblestone streets of
Shepherd Market.
"Reuben Brothers' vision for
Cambridge House is incredibly inspiring and we are honored to have
been chosen to usher this uniquely British property into its next
chapter as a luxury hotel," said Dan Friedkin, chairman,
Auberge Resorts Collection. "Adding such an iconic Mayfair
destination to our growing portfolio is also an exciting step
forward in our focused expansion into Europe."
"Cambridge House is one of the most exciting projects my family
and I have ever brought to fruition," said Jamie Reuben, principal, Reuben Brothers. "Our vision for this special
property is not just to offer a new destination, but a new level of
hospitality and something that London has not seen before. We chose Auberge
Resorts Collection for the brand's unrivalled spirit of intention –
to provide a distinct and unparalleled luxury hospitality
experience."
Poised between the serenity of Green Park and vibrant Shepherd
Market, the 102-room hotel, together with its private members'
club, will be both retreat and social hub. Classically English yet
drawing on the eclectic influences that have made Great Britain what it is today, it will appeal
as much by day as by night. Their debut hotel in the UK, two
leading designers will bring the property's intriguing duality to
life: Jean-Louis Deniot overseeing the transformation of the hotel,
and Laura Gonzalez designing the
club's bars, dining venues, spa and nine members'-only club
rooms.
Encompassing several historic properties, it is the Georgian
mansion at the
heart of the hotel that is a
London icon – the gracious, Grade
1-listed, Palladian-style townhouse commissioned by the
2nd Earl of Egremont in 1756. Built to entertain
the political and social elite of
the age, the property has been at the
centre of London life ever since,
hosting Queen Victoria, serving as
PM Lord Palmerston's proxy No.10, home to the
Duke of Cambridge and Lord Cholmondeley, and the Naval
and Military 'In and Out' Club from 1865 to 1999.
The lively dining scene at Cambridge House, Auberge Resorts
Collection will reflect the diverse allure the property has always
exuded, with patrons able to dine almost anywhere they choose.
Bringing a new energy to South Mayfair, the hotel will offer a
kaleidoscope of venues - from its unique open-air jasmine
courtyard, a truly one of a kind venue in this part of London, to the brasserie-style restaurant in
its elegant, Georgian ballroom setting. An exciting culinary
partnership will be announced in due course.
Inspired by Britain's healing
lore and informed by its Roman bathhouses, the double-level spa
will introduce Auberge's unmatched holistic wellness offering to
London. Extensive hydrotherapy
facilities, two heated swimming pools and seven treatment rooms
will be complemented by a circular relaxation lounge, centred
by a fire pit. The gym, activity studios, wet zones, heat rooms and
bathhouse will all encourage an element of social connection
integral to the spa's wellness concept.
As a new social centre, the hotel will feature event spaces
suited to every occasion. Channeling the Georgian Era's opulence,
the ballroom makes an incomparable setting for receptions, while
the property's restaurants, bars and private rooms can accommodate
events of every size and concept.
This announcement comes at an exciting time of thoughtful and
strategic expansion in urban and European markets for Auberge
Resorts Collection. Later this year, the brand will open Collegio
alla Querce, Auberge Resorts
Collection in Florence, Italy,
which joins two existing Auberge
properties in Europe, Domaine
des Etangs, Auberge Resorts Collection in France and Grace Hotel, Auberge Resorts
Collection in Santorini, Greece. Auberge will also soon open several
additional urban locations including The Shore Club, Auberge
Resorts Collection in Miami Beach,
FL, The Knox, Auberge
Resorts Collection in Dallas,
TX and The Hearst Hotel, Auberge Resorts Collection in
San Francisco, CA.
For more information, please visit aubergeresorts.com/cambridgehouse.
About Auberge Resorts Collection
Auberge Resorts Collection is a portfolio
of extraordinary hotels,
resorts, residences and private clubs. While
each property is unique, all share a crafted approach to luxury and
bring the soul of the locale to life
through captivating design, exceptional cuisine, innovative spas
and gracious yet unobtrusive service. With 28 one-of-a-kind hotels
and resorts, Auberge invites guests to create unforgettable stories
in some of the world's most desirable destinations.
For more information: aubergeresorts.com
Connect with Auberge Resorts Collection on Instagram, TikTok,
Facebook, Threads, Twitter and LinkedIn @AubergeResorts
and #AlwaysAuberge
About The Friedkin Group
The Friedkin Group is a privately-held consortium of automotive,
hospitality, entertainment, sports and adventure companies. These
organizations include: Gulf States Toyota, GSFSGroup, US
AutoLogistics, Ascent Automotive Group, Auberge Resorts Collection,
AS Roma, Imperative Entertainment, 30WEST, NEON, Diamond Creek Golf
Club, Congaree and Legendary Expeditions. The Friedkin Group is led
by Chairman and CEO Dan Friedkin.
For more information, visit www.friedkin.com.
About Reuben
Brothers
Reuben
Brothers is a global leader in real estate investment and
development, private equity, debt financing and venture capital.
Over the past twenty-five
years, the business has built an international,
best-in-class portfolio of properties in the world's most
sought-after markets – across the United
Kingdom, United States and
Europe. The Group's real estate
holdings are significant in scale and broadly diversified,
encompassing residential, office, retail, hotel and infrastructure
properties across the world. Key investments include the Piccadilly
Estate in Mayfair and Admiralty Arch in London, Hotel La Palma in Capri, The
Surrey, A Corinthia Hotel in
New York and Century Plaza in
Los Angeles, among many others.
The philanthropic arm, Reuben Foundation, was formed in 2002 and
makes essential contributions to the advancement of healthcare and
education globally, as well as the
arts.
https://www.reubenbrothers.com/ https://www.reubenfoundation.com/
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