By John O’Ceallaigh
It’s pretty easy to prove to someone how Maybourne Hotel Group has held dominance over London’s luxury-hotel sector for decades. You just need to tell them it’s the company behind Claridge’s, The Connaught, and The Berkeley – they’re universally recognised as three of the city’s unwavering top-tier properties. So when the group recently announced it would open a new London hotel, The Emory, there were two conflicting responses. One was of excitement – after maintaining a very select and small portfolio for years, Maybourne seems to be tentatively expanding with its Maybourne Beverley Hills and the recent big-budget launch of the Cote d’Azur’s Maybourne Riviera; any new opening is always a major event. But the other response queried how they could provide something new in a hotel-packed city where they already manage three ‘rival’ businesses – what would the difference be, and would they cannibalise their existing enterprises?
We’ll have answers soon, because The Emory is set to open in April. I got a taste of what’s to come when I attended a hard-hat party in a Hyde Park-facing eyrie that will soon transform into the hotel’s penthouse suite.
First things first, The Emory is in Knightsbridge, right next door to The Berkeley. The building was designed by the late Richard Rogers and Ivan Harbour of the architectural firm RSHP, though each of its nine floors will additionally feature interiors by a different interior designer, including Alexandra Champalimaud, André Fu, Pierre-Yves Rochon, Rémi Tessier and Patricia Urquiola.
Given that proximity to The Berkeley, I asked a member of the Emory team what would distinguish the new property. Lots of details are yet to be revealed, but a key USP is that this newcomer will offer an elevated level of discretion and privacy, and the included-in-the-rate offering will deliver a level of generosity that goes far beyond the norm in London or other major world cities. Each of the 60 rooms will be a suite so there’ll be a distinctly residential feel, and an expansive wellness space (with an underground 22-metre pool) will forever be off limits to the general public. (Guests of The Berkeley and locals who will pay no-doubt-substantial membership fees will be able to access the space, however.) Incorporating a drinking venue called Bar 33 and a cigar merchants, a rooftop space with 360-degree views of London will only be open to guests of The Emory.
Much of that F&B proposition will be overseen by the chef Jean-Georges Vongerichten, a long-time friend of Maybourne Hotel Group who already operates a restaurant at The Connaught. He was in attendance at that aforementioned rooftop party, and served up lots of rich but healthy, veg-centred Mediterranean-style dishes, so perhaps that’s a sign of the menus to come. (The desserts were stellar too, including a really irresistible marshmallow-topped and gooey chocolate fondant/brownie thing that I hope makes it onto the menu proper.) The Maybourne team have confirmed The Emory’s Jean-Georges menus will take inspiration from New York’s abc kitchen, abcV and abc cocina.
And back to that emphasis on generosity, every guest will have the opportunity to engage with staff pre-arrival to incorporate bespoke elements into their stay. Individual service from an EA (Emory Assistant) will be offered to everybody, and rates will incorporate multiple additions to include customised minibars, airport transfers included as standard, and gratis laundry and breakfast for all.
Room rates have yet to be confirmed, but I was told the Maybourne team is mindful they should provide good value even if London hotel prices are higher than ever before. With entry-level rooms at the capital’s best hotels now frequently coming in at over £1,000 a night (including at new openings Raffles London and The Peninsula London, where they start from £1,100 and £1,300), it’s pretty much a dead cert that all-suite The Emory, with all the extras it offers as standard, will come in well above that. But for the UHNW clients this hotel will court, there will undoubtedly be plenty of people interested to explore Maybourne Hotel Group’s most discreet and privacy-minded property yet.
For more on the hotel, visit the-emory.co.uk.
If you’re looking to book a stay at The Emory or other luxury hotels in London and beyond, LUTE can provide additional privileges and benefits to enhance your holiday (think free upgrades, complimentary dining credits, and more), at the best-available room rate. Email rooms@lute.co for more information or to make a booking.
LUTE is a luxury-travel consultant and content agency that works with hotel groups, tour operators, tourist boards, airlines and more. You can learn more about LUTE here. For frequent luxury-travel updates, follow LUTE and LUTE founder John O’Ceallaigh on Instagram.
