What happens when one of the most daring nightlife and hospitality gurus on earth joins forces with one of the largest and most-established hotel chains on earth? You get an uber-hip, new hotel brand and a hot new place to call your home away from home, in the heart of London’s Fitzrovia neighborhood. Introducing the brand-spanking-new London EDITION, from Ian Schrager and…hold on to your fascinators—Marriott. The London EDITION encapsulates the holy trinity of everything the modern hotel should: design, luxury and service. Schrager brings the glamorous edge that he practically invented with Studio 54 to the London EDITION, with a restaurant, two bars, an event space, meeting rooms, 173 guest rooms, and a buzzing lobby that serves as a social hub you’ll never want to leave. Interior design firm Yabu Pushelberg created a fabulous design, seamlessly merging the character of an historic building with the simple, sophisticated design of contemporary culture.
The London EDITION opened its doors in the midst of Fashion Week a party with a star-studded party that included artist Damien Hirst, Harry Styles, and the real Queen of the British Empire—Kate Moss. The London hotel follows the opening of the Istanbul EDITION, and there are lots more locations to follow (i.e. hundreds), including one in New York’s Clock Tower Building and one in Miami Beach, not far from Schrager’s infamous Delano Hotel. Each new EDITION will be designed by a different interior designer, keeping the brand ever-fresh and surprising, and truly reflecting its respective neighborhood. But for now, prepare to bust out the old trench and book that Virgin flight. There’s a Pimm’s Cup in the lobby with your name on it, and it isn’t going to drink itself.