Laura Ashley Hotels has announced that The Chace Hotel will rebrand as Laura Ashley Hotel The Iliffe, Coventry, from 29th July 2019.

The new boutique property is undergoing a complete refurbishment to bring it in line with Laura Ashley brand standard.

Led by Kay Cullen, Commercial Designer for Laura Ashley, the elegant new interiors will showcase the Laura Ashley Home range and its high-quality inherently British fabrics and furnishings throughout.

The Chace Hotel is a striking example of Victorian architecture surrounded by three acres of attractive landscaped gardens. The new design takes inspiration from the grand sweeping staircase, leading upstairs to the new beautifully designed Laura Ashley bedrooms, which evokes the splendour of the past in what would have been a grand country house.

The land, which the property is located on, boasts a colourful history dating back to 1257 and was once owned by King Henry VIII. 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.

Every part of the hotel has been redesigned drawing inspiration from the hotel’s Victorian heritage with carefully selected rich colours which complement each other and luxurious furnishings to create an elegant space to entice comfort & relaxation.

"I was charmed by the beautiful building which once a grand manor house of late Victorian origin," says Kay Cullen. "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.”

The hotel is already home to the Laura Ashley The Tea Room which opened in October 2018.