The new Chateau Denmark in London’s Soho oozes rock 'n' roll chic, with "no half measures" as its guiding philosophy.
Denmark Street is famous for its long time association with the music industry. The Rolling stones recorded their first album here. David Bowie camped out in a converted ambulance hoping to meet the right people. And everyone who was anyone to do with music hung out at the Giaconda café and bar at no. 9, the venue Bowie immortalised Ziggy Stardust. The Sex Pistols squatted at no. 6, Elton John wrote 'Your Song' at no. 20. Even Charlie Chaplin wrote the lyrics to Smile here.
Chateau Denmark is not a hotel as we know it, more a Concept Hotel pushing the boundaries of what a hotel is or can be. Chateau Denmark is part of the immersive media district Outernet Global, a one billion pound music venture inspired by Denmark Street's iconic music history, the new and independent brand has rooms across sixteen characterful buildings in and around Denmark Street. The Outernet's architects have woven the area's musical heritage into the very fabric of the development, preserving Denmark Street for the future. The buildings' have been saved and sympathetically restored, their original features retained, and Chateau Denmark is channelling the streets rock 'n' roll spirit into a 21st-century. Each room has a distinct design narrative reflecting each building's history while tapping into the spirit of Soho.
Chateau Denmark's decor is music appropriate, with nods to psychedelia and punk rock that pulses through the street of old. Each of the fifty five rooms have a distinct design narrative redolent of the street's history and the rebellious spirit of Soho, conceived from stylistic reference points, punk, psychedelia, Victorian dandy, and Bowery-loft chic. The apartments are split across 16 Grade II listed townhouses, a mews house, and mansion buildings. Each room takes its name from a lyric in a song. "I Am Anarchy" apartment was once home to the Sex Pistols, followed by members of Bananarama, and still has the now listed Johnny Rotten's caricatures of his bandmates on the wall. "All the Sinners" is a tribute to the Stones' Sympathy for the Devil, and the vast Flitcroft has a complete drum kit.
Each room comes with “Your Personal Butler’ or, in Chateau Denmark, speak your "BTLR", who is there to make your stay as pleasurable as possible.
Your BTLR will meet you on the street—and don't worry, you will know who they are— their uniform is a gender-fluid cross between Star Trek and a Prince stage costume! What's fun is you keep bumping into them on Denmark Street when you pop in and out of your luxury pad to explore. Denmark Street is like a friendly little village; its old buildings are perfect setting for a period drama. Our BTLR's Lexi and Abass [we had two nights, each in a different room] were utterly fabulous. Abbas has also recently spent time in Hong Kong with the Four Seasons, so it was great to catch up.
Your Chateau Denmark guest App acts as your room key, a control for the pre programmed mood settings, temperature, TV, and as you would expect a phenomenal music system. Plus it keeps you posted on secret happenings, which you will not want to miss!
Designed by the award-winning studio Taylor Howes the rooms are an exercise in outrageous fabulosity; the design takes inspiration from the buildings' history and the street's musical background, some with a Posh Punk aesthetic, others have a Grand Gothic style. Pierre Frey's Black Ivory Kanawa wallpaper in an opulent Rorschach Style reveals skulls on closer inspection, hand-painted beds by Jimmie Martin, neon signs, fab art, some vintage, and tartan curtains accessorised with safety pins, a la Sex Pistols/ Vivian Westwood. Leather floors; fireplaces with sculpted snakes, hawks and gargoyles, and the odd naughty touch such as a pair of handcuffs above the bed along with roll-top bathtubs [ours was blood red].
All have a ”maxi-bar” the minibar bar, that much like Chateau Denmark, is not as we know it — it comes fully stocked, with over 30 full- size bottles of spirits and 30 bottles of wine and fizz, including vintage. In some of the rooms—the "maxi-bar" conveniently sits opposite the bathtub in the "bar—throom" and makes the best ice bucket when you throw a party—and all "back-to-mine" mixology sessions are practically encouraged during a stay here. There's even an ice maker to fill it. Your personal BTLR will happily shake up your cocktails from the maxi bar, recommend where you need to go, and pop out to get your breakfast to soak up the party vibe the following morning—they are all yours 24/7. Confessional booth-style wardrobes have an under-lit crucifix on top—Jimmie Martin's statement hand-painted beds and punk-style metal-studded chairs. There are even tiny metal skulls on the bed heads. Chateau Denmark branding brings a cheeky playfulness, and sense of fun to the rooms. The bath robes feature a winged demon, and the words "Back to mine". The laundry bags are marked "Filth. A neon sign outside each room reads "IN" when set to the "Do not disturb" mode and "Sinning" as a default —it's all in the details! And at Chateau Denmark, there are so many.
There is no hotel restaurant yet; however, a bar, basement club and gym will arrive soon. The very swanky new restaurant [already listed on Condé Nast's Best London Restaurant Guide] Tattu crowns the Now Building, where food comes with skyline views. The four-quarters restaurant represents the historic Chinese Courtyard House, built around a garden. Start with a cocktail in the phoenix-themed bar in the Opposite House, the dedicated drinking area where you can expect showpiece cocktails that smoke, come in glass skulls, and blown-glass dragons with unexpected ingredients.
Chef Andrew Lasseter has designed an equally flamboyant menu combining traditional Chinese ingredients with contemporary cooking techniques. His 'pearly' king crab dumplings with apples and pears nod to Chinatown, around the corner, and London. Plus you have all of Soho and China Town across the road to discover, and all of the West End theatres. What’s not to love?
Image Credit: Chateau Denmark & Anji Connell
