Inspired by Denmark Street’s iconic history, Chateau Denmark will open 4th April 2022, 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 Carrie Wicks’ CAW Ventures, 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 will capture 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 beams, dark panelling; along with a sculpted fireplace opposite the roll-top red-lined bathtub on a marble plinth. With a full-size maxi-bar and concealed doorways leading to powder rooms 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 orange velvet headboard, a peacock blue sofa and a stand-alone bathtub.
Meanwhile, other apartments capture punk accents with unmistakable, raucous energy. Industrial finishes mix with decadent antique furniture, featuring ‘God Save The Queen’ motifs; while the walls are lined with heady artwork.
A number of our apartments are housed in some of the 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 one of the buildings was also home to musician hotspot La Giaconda.
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