Inspired by Denmark Street’s iconic history, Chateau Denmark is now open, mixing creative expression with fine architectural detail. The new and independent brand is set across 16 buildings, with 55 Session Rooms and Apartments featuring distinct design narratives reflecting each building’s history while dialling into the rebellious spirit of Soho.
Operated by CAW Ventures’ Carrie Wicks and Alan Petrie, Chateau Denmark is inspired by the street where things were never done by half measures. This sentiment is present throughout the design intent, guest experience and attitude. Fluid and spirited, Chateau’s highly skilled team will effortlessly glide from hosting affairs to facilitating the good times. With interiors from the award-winning Taylor Howes, the overall narrative imagines a time where punk rock and vintage gothic meet modern psychedelia with a timeless grandeur. From the Superior Session Rooms’ bold energy to the gothic drama of the Flitcroft Apartments, Chateau Denmark captures an old-world aesthetic that’s bound with modern times.
Session Rooms in The Now Building, accessed through Denmark Place are tiered in Superior, Luxury or Deluxe categories. Expect gold-trimmed, graffitied signature beds to full-blown psychedelia with bold colours and tactile rounded furnishings. The Deluxe rooms will also feature a ‘kitchenette maxi-bar’ – inviting Denmark Street’s culture of playfulness and hedonism.
Apartments are located in a collection of Grade II listed townhouses, a mews house and mansion buildings along Denmark Street. Starting from 35 SQM, expect grandeur through illustrative and evocative wallpaper with original timber panelling; along with a sculpted fireplace opposite the standalone roll-top bathtub on a marble plinth. With a full-size maxi-bar and concealed doorway leading to the powder room along with paisley patterned headboards; the space is an adventure, with narrow nooks and restricted door heights – retaining each buildings’ heritage status. The largest apartments in the category follow a psychedelia design intent with open-plan layouts; expect opulent, intricate wallpaper against the rounded burgundy velvet headboard, a curved black wet look sofa and a stand-alone bathtub. Meanwhile, other apartments capture punk accents with an unmistakable, raucous energy. Industrial finishes mix with decadent vintage styled furniture, featuring a ‘God Save The Queen’ motif; while walls are lined with heady artwork.
A number of Chateau’s apartments are housed in buildings that helped change the course of the British music scene multiple times over, here the Stones recorded their first album, Bowie hung out with Vince Taylor along with Lou Reed plus Chrissie Hynde and Vivienne Westwood passed through. In addition, album sleeve artwork designers Hipgnosis were also located here and worked on Black Sabbath, Led Zeppelin, AC/DC and Pink Floyd albums, while another building was also home to musician hotspot La Giaconda.
The Signature Apartments feature in three buildings, with the unique 51 SQM ‘I Am Anarchy’, a duplex mews house situated behind No. 6 Denmark Street. In true punk spirit the apartment has been turned upside down with the living space upstairs, featuring Johnny Rotten’s storied caricatures of his fellow bandmates, the Sex Pistols – the mews house’s one-time residents. Meanwhile, the Murphy bed and the dj ports make it ideal for forgetting all about sleep. Serving as the epitome of punk prowess and versatility, this apartment features gloss black furniture, tartan blinds and statement graffitied chairs. Set adjacent to Denmark Street, 4 Flitcroft Street features the Flitcroft Apartments, finished in a vintage gothic aesthetic for those looking for an experience larger than life, featuring a hand-carved four-poster bed, stand-alone bathtub, the grand stone fireplace and a balcony, these 93 SQM apartments overlook the St Giles-in-the-Fields Church and are a nod to the location’s poetic beauty.
A reimagined perspective on the traditional butler, or BTLR, means a team of proudly impassioned individuals ready to meet any rhythm. Insiders in every sense of the term their unique character sets them apart, allowing them to measure the mood and match it to the moment. With the intention of never replacing the guest experience, technology at Chateau Denmark brings frictionless service delivery along with unrivalled access. Chateau will also have the capabilities to host press interviews and junkets, for industry talent and producers, welcoming the next generation of the neighbourhood’s artistic industries. Chateau’s art collection will platform the very best of London’s creative talent, opening guests’ imaginations to the multidimensional history and expressionism of the city’s art scene. Exhibiting a range of artists and creators, including Magnus Gjoen and Radek Husak, the contemporary collection will feature various mediums from paintings and photography to sculpture and illustrations – a trove of handpicked pieces.
The Now Building is the largest of Outernet London’s immersive spaces. Its north-facing public atrium features a 360-degree creative canvas, courtesy of immersive media screens – the largest LED screens anywhere in the world. In addition, The Now Building’s top floor will be home to district neighbour and independent restaurant group Tattu, for their first London site. Inspired by traditional Chinese flavours and ingredients, Tattu will offer guests a sensory experience through a fusion of cooking, culinary display and luxury interiors. Additionally, throughout 2022, Denmark Street will see the arrival of Chateau Denmark’s lounge bar and basement club, along with a fitness and wellness space. Other district neighbours will include a recording studio and Outernet Live, where guests will have privileged access to watch, party, or perform at one of the live spaces, ranging from 360-2,000 capacity. Chateau Denmark will offer unprecedented connectivity, whether you’re staying for the night or for the year.