A new luxury hotel designed to lure high-end shoppers away from department stores and back to street-front outlets has been proposed for London by luxury goods retailer, LVMH. The Cheval Blanc London would bring “new luxury services with high-level expectations to the local environment of Mayfair,” papers submitted to the UK’s Westminster Council state.
Cheval Blanc is described as a collection of “exclusive and iconic Maisons offering a distinctive residential experience of the most exclusive destinations”.
Developed and operated by LVMH Hotel Management, Cheval Blanc leverages the “savoir-fare and haute-couture approach of the world’s first luxury goods group and its unique portfolio of over 70 luxury houses,” the Design and Access Statement for the London project says.
After more than 10 years of searching, LVMH has identified a potential site for Cheval Blanc London on the corner of New Bond Street and Grafton Street in Mayfair. The hotel will be spread across two buildings on Grafton Street (seven storeys) and Bruton Lane (11 storeys), offering 85 rooms; with room categories including Deluxe, Studio, 1-Bedroom, Junior Suite and a Top Suite. There will also be basement levels to each building.
Four restaurants, including a fine-dining venue on Level 1 and a roof terrace/bar on Level 6; spa, pool and gym areas, retail spaces and up to six residential units make up the overall project.
With luxury retail brands including Louis Vuitton, Fendi and Celine featured as part of its extensive portfolio, LVMH says the high-class retail market is changing and that there is a need to adapt.
The Planning Statement says there is a “growing demand for [the] creation of experiences through the provision of complementary uses to support traditional shopping activities. Bond Street is currently lacking in this regard and is losing out to shopping centres and department stores which already offer these services.”
“LVMH believe a world class hotel at the heart of Bond Street will not only provide a complementary synergy between the social demographic profile of hotel guests and those shopping in Bond Street, but will also provide a range of complementary uses, reinforcing and enhancing the streets attractiveness on a global scale,” the proposal states.
Launched in 2006, Cheval Blanc has a stable of four Maisons in Courchevel (in the French Alps): Randheli (Maldives), Saint-Barthelemy (French West Indies) and Saint-Tropez (South of France). A fourth property – Cheval Blanc Paris – is under development.
Lead image: The proposed Cheval Blanc London on the corner of Grafton Street and New Bond Street, Mayfair – © Foster + Partners