Auberge Collection, together with Reuben Brothers, are launching their UK debut, Cambridge House, in early 2027 – reawakening one of London’s most storied addresses.
Building on this historic legacy and as part of Reuben Brothers’ visionary £1 billion regeneration of 1.3 prime acres of the Piccadilly Estate, the house has been meticulously restored and thoughtfully reinvented, reflecting Reuben Brothers commitment to preserving its character, craftsmanship and heritage. The imaginative revival of this historic property at 94 Piccadilly – the former ‘In & Out’ Naval and Military Club – aims to capture the true spirit of London to provide a captivating new Mayfair destination for Londoners and international visitors alike.
Poised between the serenity of Green Park and vibrant Shepherd Market, the 102-room hotel and residences will be both retreat and social hub. Classically English yet drawing on the eclectic influences that define Great Britain 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 its guest spaces, and Laura Gonzalez designing the signature bar, industry-leading wellbeing facilities and a members club, which is due to open later in 2027.
Encompassing several historic properties, the Georgian mansion at the heart of the hotel is a London icon – a gracious, Grade I-listed, Palladian-style home commissioned by the 2nd Earl of Egremont in 1756, and home to the most illustrious families of the Georgian era, including its namesake, The Duke of Cambridge.
A spokesperson for Reuben Brothers said: “Our vision for the Piccadilly Estate is to preserve what makes this part of London so special, while giving it a renewed sense of purpose. Cambridge House is an exceptional piece of London’s heritage, and its restoration has been approached with the care and respect that such a building deserves. We have sought to retain the character and integrity of the house while bringing a fresh perspective to the way it can be experienced today.
“Jean-Louis Deniot and Laura Gonzalez have each brought their distinctive design perspective, expertise, and sensitivity to the project, creating spaces that feel both timeless and rooted in their setting. Auberge Collection will complete that vision by bringing Cambridge House to life through its highly personal and curated approach to hospitality. For us, this is about more than restoring an important building. It is about giving Cambridge House a new chapter, one that respects its past, embraces its future and ensures that it remains an important part of London for generations to come.”
As a new social centre, the hotel will feature event spaces suited to every occasion. Channelling the Georgian era’s opulence, the property’s restaurants, bars and private rooms can accommodate events of every size and concept.
Inspired by Britain’s healing lore and informed by its Roman bathhouses, the hotel will introduce Auberge’s holistic wellbeing offering to London across an expansive three-floor space. Extensive hydrotherapy facilities, a heated swimming pool and six treatment rooms will be complemented by a circular relaxation lounge, with a fire pit set at its centre. The gym, immersive studios, wet and heat rooms and the bathhouse will all encourage an element of social connection integral to Auberge Collection’s Joy of Wellbeing ethos.
The opening comes at an exciting time of thoughtful and strategic expansion for Auberge Collection. In 2025, the brand opened Collegio alla Querce, Auberge Collection in Florence, Italy and The Woodward, Auberge Collection in the heart of Geneva. The properties join two existing Auberge properties in Europe, Domaine des Etangs, Auberge Collection in France and Grace Hotel, Auberge Collection in Santorini, Greece.
Auberge Collection will also open The Knox, Auberge Collection in Dallas, Texas in 2027.
Earlier this year, the brand launched Auberge Safari, comprising nine extraordinary properties across Tanzania’s most iconic wildlife locales.
