I can't say the attire of a hotel's front desk staff has ever given me insight into what the proceeding stay would entail. But then again, I had never been welcomed into a hotel by a gloved bellman, dapperly dressed in a bygone-era suit, surrounded by striking and glamorous receptionists clad in dresses reminiscent of the West End theater production “Phantom of the Opera.”
And so, my first moments at The Londoner, a luxury boutique hotel that opened in central London in September 2021, left me awestruck.
Tom Wardley, The Londoner's concierge manager, noticed my ogling right away.
"We get this look a lot," he chucked. "The outfits, they're all part of The Londoner. We're right in London's theater district, and we want our property to reflect its surroundings. So, even the employee dress is both sophisticated and theatrical."
Wardley was, undoubtedly, spot-on. In fact, over the next few days, I paid attention to the expressions of guests entering the ornately decorated lobby for the first time. After all, the exterior of The Londoner is minimal, giving few hints of what's in store. But upon entering, guests are whisked from the buzz of the metropolis into a boutique property that somehow captures inner London's energy and opulence without verging on garish.
Six years and over $600 million in the making, The Londoner debuted as the globe was still struggling with the COVID-19 pandemic. However, good comes to those who wait, and this 16-floor (with eight floors below ground level — more on that later!) hotel serves as an iconic haven for international guests and Londoners alike, with no detail spared.
Design in Every Detail
Those coordinating outfits that left guests, including me, speechless?
"We approached Jalin Design to help us craft the various outfits worn by our team members," explained Charles Oak, hotel director for The Londoner. "We took them through the concept of the property — a design-orientated hotel situated in London's West End, matching one of our early taglines, 'where drama meets elegance.' Jalin's uniform background comes from film and costume design, which felt perfect for what we were trying to achieve, as they understood the mood we wanted to capture in each venue and space."
The Londoner's principal interior designer, Yabu Pushelberg, known for designing Four Seasons New York, also leaned into the property's grand theater surroundings, with striking pieces and contrasting colors that create a genuinely livable set.
Unique Architectural Design
Though hospitality group Edwardian Hotels London boasts 13 hotels in the British capital, The Londoner is its flagship property. The hotel's design is an engineering feat reminiscent of an iceberg, with much of the livable space underground.
The hotel has a unique design, with eight of its 16 floors located below ground level.
Credit: 2022 Adrian Houston"The hotel is as deep as it is tall and has the deepest habitable commercial-grade basement in the U.K., and among the deepest anywhere in the world," said Oak. "Excavating a basement of this size in the heart of the West End certainly had its challenges, but made it an architectural and engineering marvel."
The hotel is as deep as it is tall and has the deepest habitable commercial-grade basement in the U.K. … Excavating a basement of this size in the heart of the West End certainly had its challenges, but made it an architectural and engineering marvel.
Coined the "world's first super boutique hotel," The Londoner, part of Preferred Hotels & Resorts, has an uncanny ability to showcase the best aspects of a luxury boutique hotel while also delivering concepts suitable to travel buyers and corporate travelers. While the hotel itself — and its resort-like amenities — are staggering in scale, the authentic, boutique feel is derived from the attentiveness of the staff, the contemporary luxury and the attention to detail.
Sustainability Meets Luxury
The Londoner is a pioneering example of sustainable luxury for London. It secured a $225 million Green Loan from HSBC UK to ensure it created one of the country's greenest hotels. This funding will be used to make sure the hotel exceeds the Breeam Excellent category in sustainability performance.
And it is certainly living up to these standards; The Londoner currently uses 30% less carbon than the already-strict regulations London hotels require. It was constructed using low environmental impact materials, down to a liquid film used to reduce evaporation from the indoor swimming pool.
An Enviable Leicester Square Location
The Londoner's location may be one of its most appealing assets. Nestled in Leicester Square and a few steps from the bustling Piccadilly Circus (London's equivalent to New York City's Times Square), the area is saturated with activities and action. Leicester Square is world-famous for its West End productions, with shows on offer steps from the hotel.
London can feel overwhelming, so being central is pivotal to exploring this urban playground more seamlessly. The world-renowned shops of Oxford Street and Regent Street, along with the posh Soho neighborhood, are about 15 minutes away on foot. And if your client hopes to visit all the distinguishing British attractions of inner London, such as Buckingham Palace, Big Ben and Trafalgar Square, they are about a 20-minute walk from the hotel.
Rooms and Suites Fit for Royalty
The Londoner is home to 350 guestrooms, including 35 suites, each boasting a unique view of the metropolis. My second-floor corner room had giant glass windows, giving me a grand view of the buzzing London streets. (One of the top-floor suites I toured provided an entirely different view: a panorama of the city skyline.)
The Londoner offers 350 guestrooms, including 35 suites, that are both whimsical and calming.
Credit: 2022 Andrew BeasleyThe interior design of the rooms exudes both whimsy and calm. Entering my room was always an experience akin to “Alice in Wonderland,” primarily because of the gargantuan hand-blown glass doorknobs, referencing those of an elegant London townhouse, but with a Yabu Pushelberg take on a brass doorknob.
Each room is fit for royalty, with king-size beds and 400-thread-count sheets. Room amenities include a hand-held steamer, Miller Harris toiletries, heated Japanese toilets and an illuminated vanity mirror, referencing the cinema and West End theaters of Leicester Square.
Of course, those aspiring to live most extravagantly should book The Tower Penthouse Suite. True to its name, this 2,153-square-foot suite better resembles a luxury apartment towering over the city with floor-to-ceiling windows. Crafted for those seeking to entertain high above London, the suite’s rate includes a Calcutta Tucci marble bar, a secret VIP entrance, silk Olivia von Halle pajamas and chauffeur transfers, among other perks.
Rejuvenating Spa and Wellness Experiences at The Retreat
The Retreat, The Londoner's aptly named spa and wellness area, is located four floors below the lobby, though guests would never realize it.
The Retreat is The Londoner’s spa and wellness area.
Credit: 2022 Andrew Beasley"What I am most proud of is that the basement-level event spaces and wellness floor do not feel like you are in a basement," Oak said. "The air quality, ceiling heights, lighting and interior design ensure that our guests feel comfortable at all times."
I spent a half-day in The Retreat, and there were plenty of facilities to keep me entertained. It has many heated cabana beds with plush cushions, a sauna, steam rooms, a hydrotherapy pool and a 41-foot-long swimming pool with lap lanes. It also has a blow-dry bar, a barber, a nail salon and the Refuel Clinic, with superfoods and smoothies for purchase.
The Retreat also has two treatment rooms for massages and facials. My Queen Jubilee Facial was about as indulgent as it gets; my therapist first used a sugar scrub infused with gold to release body tension before using a luxe gold facemask rich in antioxidants to plump my skin.
Diverse Dining Options
The gastronomic options at The Londoner are extraordinary and represent a microcosm of London's diverse gastronomic scene. Each of the hotel's restaurant and bar concepts serve dishes that may be mistaken for art.
My favorite restaurant, Whitcomb's, combines tradition and modernity throughout its menus. It serves breakfast in the mornings, a la carte and buffet-style, for hotel guests. However, it is during lunch and dinner that the restaurant's uniqueness is genuinely exemplified.
Whitcomb’s was born out of a passion for French culinary tradition. Dishes I sampled during dinner included wild mushroom risotto with black truffle and aged Parmesan, lobster thermidor and gnocchi gorgonzola (yes, as mouthwatering as it sounds!).
Whitcomb’s celebrates French culinary tradition.
Credit: 2022 The LondonerEven the post-dinner indulgences at The Londoner have a glamorous theatrical element: The hotel's secret whisky room is home to more than 50 rare bottles of whisky, for example.
My travel companions and I enjoyed watching the buzz of Leicester Square from the hotel's detached bar, Joshua's Tavern, which specializes in unique gin selections that pair seamlessly with salty snacks and people-watching.
Oak summarized The Londoner’s experience perfectly: "The Londoner is more than just a luxury hotel. It is where Londoners and 'visiting Londoners' can experience and enjoy lifestyle hospitality that suits their individual needs and service expectations despite the scale and size of its overall offering."
