From the people who brought you the renowned Cliveden House and Chewton Glen, comes The Mayfair Townhouse – a new high-end neighbourhood hotel launching November overlooking London’s Green Park. Curious, engaging, witty – The Mayfair Townhouse delivers the unexpected and redefines what it means to be a London hotel. Part of Iconic Luxury Hotels, this will be the fifth hotel in the portfolio, but promises to offer a new unexpected personality from what the brand is traditionally known for – think: Oscar Wilde meets Alice in Wonderland. Bringing a new lifestyle product into one of London’s most distinguished neighbourhoods – The Mayfair Townhouse is the new charismatic ‘kid on the block’ – a product that has never been experienced in Mayfair.
A carefully stylish, imaginative home for the modern traveller – the essence of the new Townhouse invites discerning travellers who appreciate an intuitive, perceptive level of service and a guest who above all, has a refined palette for curiosity. Without the traditions of a regular hotel, there is no room at the Townhouse that has not been thoughtfully curated. The hotel bridges the gap between ritzy high-end lavish hotels and the corporate enterprise properties that currently stand in Mayfair.
When you walk through the doors of this new Townhouse, expect the unexpected. Moments of surprise await around every corner of the fifteen connected Georgian buildings that line Half Moon Street, which was once the setting for Oscar Wilde’s most famous play, The Importance of Being Earnest. Built from 1730, Half Moon Street was a colourful haunt for bachelors, bohemians and artistic types in Victorian London. During this time many of Half Moon Street’s townhouses were split into residential apartments for the elite to live before marriage. Iconic fictional characters, Oscar Wilde’s Algernon Moncreiff and Bertie Wooster in P. G. Wodehouse’s comedies resided here. Moments of this history and culture are immersed throughout The Mayfair Townhouse’s discreet address, and quickly become the central pillars of design and personality of the eclectic house.
Dandy is the cornerstone theme and design language of The Mayfair Townhouse – building on the historic connections with Oscar Wilde, Half Moon Street and the dandy lifestyle associated with Mayfair. Capturing this playful spirit to create a new era of the Dandy, Goddard Littlefair has helmed an authentic, quick-witted design of the Townhouse. Telling the tale of Oscar Wilde’s world through an imaginative design, Goddard Littlefair has revived the interiors of the townhouses of which seven are Grade-II listed, bringing to life the Georgian spirit and blending this with a contemporary rhythm. The fox, the hotel’s mischievous motif, is woven throughout the hotel, from the art collection showcasing a series of fox images, to intricate design elements throughout the property.
The design delves into the personalities of the original inhabitants of the area, taking inspiration from characters like Wilde and his contemporary aesthetes, and also the flamboyant aesthetic movement of that period. The result? A contemporary Georgian style interwoven with English eccentricities, capturing the adventurous mischief of the dandy. Twists of the unexpected, curiosities, and a humorous, playful design tone resonate throughout the hotel through various fabrics and colour palettes, to create a flamboyant dressing on the residential townhouse.