A reimagined Perspective on the Apartment & ‘Hotel’ Experience Opening 2021 in London’s Denmark Street
London, September 15th, 2020
Inspired by the birthplace of the British music scene, Chateau Denmark will boldly reflect Denmark Street’s best loved sentiment; creative expression. Capturing a sense of escapism throughout its 55 rooms and apartments, Chateau Denmark will open in London’s famous Denmark Street in the summer of 2021. The street, well documented in history, is where The Rolling Stones recorded their first album, Jimi Hendrix often frequented, the Sex Pistols once lived, Chrissie Hynde spent time and of course where many believe, Ziggy Stardust was born. Chateau Denmark is a new brand from immersive media district Outernet Global in collaboration with leading hospitality personality Carrie Wicks’ CAW Ventures.
With a strong sense of place, Chateau Denmark balances striking architectural detail, rich cultural heritage and modern craftsmanship. The rooms are set across 16 characterful buildings in and around Denmark Street, a place with possibly the only thoroughfare in central London to have retained its original 17th Century facades on both sides. Many of the buildings’ original features have been lovingly restored to reflect their original time and place.
Chateau Denmark connects these notable yet diverse buildings, with a promise that will exist not only through design but also in service, people and spirit. Simply put, Chateau is a new marker for the way in which things will be done. Designed by renowned interiors team Taylor Howes, the overall design narrative invokes a time where punk, rock and gothic meets grandeur and psychedelia. Affectionately nicknamed ‘Session rooms’, many of the 55 rooms have their own individual stories referencing musical and other lengthy happenings that once took place on the street. A further embrace of Soho’s spirited and creative culture, Chateau Denmark is fuelled by the bold and the playful.
As a wholly unique design intent, the rooms have four distinct narratives, best described as a figurative journey through Denmark Street’s prolific days. ‘Vintage Gothic’ captures a particular charm and presents dramatic intrigue, while ‘Timeless Grandeur’ offers an opulent and indulgent Victorian-era aesthetic. ‘Modern Psychedelia’ brings 60s and 70s London to life through texture, finishes and striking palettes. ‘Punk Now’ is a modern interpretation of the raw, anti-establishment movement, presenting the irreverent side of being far less than authoritarian.
Following the sentiment of creative expression and taking leave of the rule book, Chateau Denmark presents a fresher, reimagined perspective on travel. Challenging convention, signature rooms will feature maxi-bars, not minibars – perfect for hosting, ghosting and other illustrious pursuits. Design hues will blend with cultural cues to challenge guests’ expectations and offer freedom through a more frictionless approach to hospitality. At Chateau, guests will be in charge of their own experience, affording them the kind of flexibility they’ve long craved.
Chateau Denmark is about people, where they’ve come from and where they’re going. From team members to guests, Outernet Global and CAW Ventures seek to turn up the eccentricities and quirks to reveal a new perspective on the modern guest experience – one that is utterly accessible and thoroughly inclusive. As Carrie Wicks states, “By the time we open next year, more than ever people will need to have it their way, connecting however they wish. In 2021, together we’ll present the next chapter of staying up or waking up in London”.
Denmark Street’s heritage positions it as a place where over the years publishers, musicians, studios and guitar shops Hank’s, Sixty Sixty Sounds, Regent Sounds Studio, No.Tom, Wunjo and Rose Morris have all gathered. Denmark Street was where it all began and together with the music stores and its impassioned locals, Chateau Denmark seeks to play its role in continuing the street’s iconic legacy.