A grand townhouse on Berkeley Square has had a Louis Vuitton makeover, and we were one of the first insideA grand townhouse on Berkeley Square has had a Louis Vuitton makeover, and we were one of the first inside
There’s been much word among the leafy streets of Mayfair about a glitzy new “hotel” recently – and word travels fast. Well-heeled residents and passers-by alike have spotted distinctly designer branding being unveiled on the facade of 28 Berkeley Square ahead of the property’s Friday 24 April opening; but all is not quite as it seems.
For the new “hotel” is, in fact, not somewhere for travellers to rest their weary heads at all, but rather the latest in a long line of Louis Vuitton activations honouring 130 years of the House’s iconic Monogram.
First created in 1896 by Georges Vuitton as a tribute to his father, the Monogram has become one of the most recognisable icons in the fashion industry, an emblem of travel heritage over more than a century.
Now, following opulent pop-ups in cities including Shanghai and Bangkok, the celebrations arrive in W1 as an immersive “hotel” experience for admirers of the finer things in life.
The first floor of the townhouse has been transformed into a world of Parisian allure inspired by its namesake across the Channel. Open Monday to Sunday, 11am till 7pm, Café Alma’s signature luncheon sittings are officially the neighbourhood’s newest place to be seen of a morning, followed by exquisite Afternoon Tea featuring ‘Monogram Moments’, Champagne, coffees, teas and playful British patisseries.
Another adventure up the grand staircase reveals various designer hideouts, including a Speedy Room filled with Speedy bags, styled as a plush hotel suite, that flows into a Speedy P9 Safe Room disguised behind a mirrored closet door. The latter, a visionary reinterpretation of the classic Speedy by Men’s Creative Director Pharrell Williams, blends 1930s heritage with cutting-edge style in a glittering haven.
Heading down the stairs offers a chance to absorb the house’s heritage from the art-adorned walls – but there’s no need to rush off. This “hotel” houses a subterranean secret, Bar Noé. The intimate Champagne bar pays tribute to the bag created in 1932 at the request of a champagne producer, perfect for carrying five bottles of bubbly.
On departure, I’m reminded of the caviar bumps, Ruinart-sipping and DJs that’ll be playing music, sending vibrations through Mayfair’s sleekest new address on Thursday, Friday and Saturday nights. Unlike the check-outs that see me bid farewell forever, this is one “hotel” I’ll be sure to visit again at any given opportunity.
Discover Louis Vuitton’s London Hotel Pop-Up Experience at 28 Berkeley Square, London W1J 6EN. Opening hours are 11am to 7pm, Monday to Saturday; 12pm to 6pm, Sunday. Bar Noé is open until 11pm on Thursday, Friday and Saturday evenings. For more information, visit louisvuitton.com.
