Chateau Denmark, a reimagined perspective on the apartment & ‘hotel’ experience opening 2021 in London’s Denmark Street

17 September 2020

Inspired by the birthplace of the British music scene, Chateau Denmark will open in London’s famous Denmark Street in the summer of 2021.

Since the 1950s Denmark Street has been associated with British popular music, first via publishers and later by recording studios and music shops. A blue plaque was unveiled in 2014 commemorating the street's importance to the music industry. The Rolling Stones recorded at Regent Sound Studio at No. 4 and popular musicians, including David Bowie and the Small Faces, often socialised in the Gioconda café at No. 9. Elton John and Bernie Taupin wrote songs at offices on the street in the 1960s, while the Sex Pistols lived above No. 6, and recorded their first demos there.

Chateau Denmark is a new brand from immersive media district Outernet Global in collaboration with leading hospitality personality Carrie Wicks’ CAW Ventures.

With a strong sense of place, Chateau Denmark balances striking architectural detail, rich cultural heritage and modern craftsmanship. The 55 rooms and apartments are set across 16 characterful buildings in and around Denmark Street, a place with possibly the only thoroughfare in central London to have retained its original 17th Century facades on both sides. Many of the buildings’ original features have been lovingly restored to reflect their original time and place.

Chateau Denmark connects these notable yet diverse buildings, with a promise that will "exist not only through design but also in service, people and spirit". The Chateau is descreibed as a "new marker for the way in which things will be done. Designed by renowned interiors team Taylor Howes, the overall design narrative invokes a time where punk, rock and gothic meets grandeur and psychedelia".

Nicknamed ‘Session rooms’, many of the 55 rooms have their own individual stories referencing musical and other lengthy happenings that once took place on the street. A further embrace of Soho’s spirited and creative culture, Chateau Denmark is fuelled by the bold and the playful.

As a wholly unique design intent, the rooms have four distinct narratives, best described as a figurative journey through Denmark Street’s prolific days. ‘Vintage Gothic’ captures a particular charm and presents dramatic intrigue, while ‘Timeless Grandeur’ offers an opulent and indulgent Victorian-era aesthetic. ‘Modern Psychedelia’ brings 60s and 70s London to life through texture, finishes and striking palettes. ‘Punk Now’ is a modern interpretation of the raw, anti-establishment movement, presenting the irreverent side of being far less than authoritarian.

Chateau Denmark is about people, where they’ve come from and where they’re going. From team members to guests, Outernet Global and CAW Ventures seek to turn up the eccentricities and quirks to reveal a new perspective on the modern guest experience - one that is utterly accessible and thoroughly inclusive. As Carrie Wicks states, “By the time we open next year, more than ever people will need to have it their way, connecting however they wish. In 2021, together we’ll present the next chapter of staying up or waking up in London”.


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