There’s been much word among the leafy streets of Mayfair about a glitzy new “hotel” recently – and word travels fast. Well-heeled residents and passers-by alike have spotted distinctly designer branding being unveiled on the facade of 28 Berkeley Square ahead of the property’s Friday 24 April opening; but all is not quite as it seems.
For the new “hotel” is, in fact, not somewhere for travellers to rest their weary heads at all, but rather the latest in a long line of Louis Vuitton activations honouring 130 years of the House’s iconic Monogram.
First created in 1896 by Georges Vuitton as a tribute to his father, the Monogram has become one of the most recognisable icons in the fashion industry, an emblem of travel heritage over more than a century.
Now, following opulent pop-ups in cities including Shanghai and Bangkok, the celebrations arrive in W1 as an immersive “hotel” experience for admirers of the finer things in life.
Beyond the glittering branding and a dashing doorman lie myriad rooms dedicated to some of Louis Vuitton’s most-recognised styles, including Speedy, Keepall, Noé, Alma, and Neverfull.
The journey begins in the Keepall Lobby, inspired by the revolutionary Keepall style first introduced in 1930. Turning right, a check-in desk is the focal point of the townhouse’s street-level space, where sleek Assouline books bring pops of colour that catch my eye, alongside city guides that encourage voguish adventures. At the far end, an attentive team tend to Louis Vuitton bags that have been dropped off for a restorative stay or a spot of personalisation.
