34 THE WORLD OF HOSPITALITY
CHATEAU DENMARK
Introducing Chateau Denmark
Hotel Experience
A REIMAGINED PERSPECTIVE ON THE APARTMENT & ‘ HOTEL ’ EXPERIENCE
OPENING 2021 IN LONDON ’ S DENMARK STREET
Inspired by the birthplace of the British music scene , Chateau Denmark will boldly reflect Denmark Street ’ s best loved sentiment ; creative expression . Capturing a sense of escapism throughout its 55 rooms and apartments , Chateau Denmark will open in London ’ s famous Denmark Street in the summer of 2021 . The street , well documented in history , is where The Rolling Stones recorded their first album , Jimi Hendrix often frequented , the Sex Pistols once lived , Chrissie Hynde spent time and of course where many believe , Ziggy Stardust was born . 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 rooms 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 . Simply put , Chateau is 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 . Affectionately 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 .
Following the sentiment of creative expression and taking leave of the rule book , Chateau Denmark presents a fresher , reimagined
perspective on travel . Challenging convention , signature rooms will feature maxi-bars , not minibars – perfect for hosting , ghosting and other illustrious pursuits . Design hues will blend with cultural cues to challenge guests ’ expectations and offer freedom through a more frictionless approach to hospitality . At Chateau , guests will be in charge of their own experience , affording them the kind of flexibility they ’ ve long craved .
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 ”.
Denmark Street ’ s heritage positions it as a place where over the years publishers , musicians , studios and guitar shops Hank ’ s , Sixty Sixty Sounds , Regent Sounds Studio , No . Tom , Wunjo and Rose Morris have all gathered . Denmark Street was where it all began and together with the music stores and its impassioned locals , Chateau Denmark seeks to play its role in continuing the street ’ s iconic legacy .