Chateau Denmark - Inspired by the Birthplace of the British Music Scene
hateau Denmark, part of the eagerly anticipated entertainment district Outernet Global, offers a reimagined perspective on the apartment and ‘hotel' experience, whilst boldly reflecting 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.
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, an avenue proclaimed to be 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 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 mini-bars – 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 oversee their own experience, affording them the kind of flexibility they’ve long craved.
Chateau Denmark is a collaboration between hospitality development company CAW Ventures and Outernet Global. CAW Ventures founder Carrie Wicks observes, "Studio 104 really took the time to understand not only our neighbourhood, but also our vision for Chateau Denmark. Their experience helped us pay homage to traditional techniques but also to tear up the rule book and turn convention on its head.”
Here at Studio 104, we pride ourselves at producing bespoke designer uniforms, born from culture of place, exquisitely crafted for the pride of the people wearing them. We are delighted to be partnering with CAW Ventures for this ground-breaking Chateau Denmark project. Our founder and CEO Jane Porter provides some insight on what to expect. “This is by far our most ambitious project yet. Chateau Denmark allowed us ultimate creative freedom to design exquisite couture garments that have pushed every boundary possible. We can’t wait to showcase the range of pieces to the world.”
Denmark Street is 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. It’s where it all began, and together with the music stores and its impassioned locals, we are thrilled to help Chateau Denmark play its role in continuing the street’s iconic legacy.
Written by Ian (Chief Revenue Officer)
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