The London EDITION, a flagship for the young luxury hotel brand

When Ian Schrager and Marriott Inc. set out to develop a new luxury hotel brand which they called EDITION, almost 3 years ago, they did not anticipate the hardships and controversy it would create, not to mention the notoriety and awareness, which emerged from the immense expectations it would raise.

Having established some of the world’s most prestigious and successful luxury design hotel concepts, Ian Schrager himself, added to the controversy by launching during the same period his own first project, the Public Hotels, with the first hotel already operational in Chicago.

The latest EDITION Hotel, in London, opened less than a week after the announcement that Marriott had sold it together with other 3 properties under development to an Abu Dhabi investment fund. Unlike the other operational EDITION in Istanbul which is not owned by Marriott but only managed under a third party agreement, the London EDITION was fully owned and operated by Marriott.

I was fortunate to be able to discover the London EDITION a week after the official opening and I must admit the hotel exceeded by expectations. Despite its stunning interiors, especially public spaces, the hotel is neither a ‘design’ nor a ‘luxury’ hotel per say. With the London EDITION, I have to say that a genuinely different concept has been conceived – luxury in comfort, facilities and service /contemporary in style blending the beautifully preserved and restored heritage of the former Berners Hotel / hot spot for both locals and guests through its impeccable dining.

General Manager, David Taylor has also succeeded in identifying an EDITION brand DNA when it comes to service and after having interviewed thousands of applicants, has assembled an ‘dream team’ with three main characteristics – young & enthusiastic / passionate about service with a focus on personalized / intuitive & attentive to details. Rarely have I encountered such a well forged team, in almost perfect synchronization in an incredibly short time from opening.

Rooms boast an ideal balance between interior design and functionality through comfort, at the same time, instilling a WOW factor, inviting guests to discover and interpret interior design elements through their own. Rooms are also luxurious in the quality of materials, finishes and facilities – a custom made bed with bespoke linen of the highest quality, a lavish bathroom with amenities created by LeLabo especially for the EDITION (including an amazing candle available in the mini-bar) with an original scent that is spread throughout the entire hotel, perfect sound-proofing with additional double glazing; highest standard of technology.

Depending on the length and purpose of stay, the London EDITION provides an  ideal array of room types, which vary in sizes and interior design – from a medium sized queen bed room ideal for a single traveler to a larger Loft Junior Suite (video preview), with a king-size bed and a generous sitting area.

One of the highlights of the London EDITION undoubtedly The Berners Tavern an ideal gathering place for all day dining and entertaining, breakfast, lunch, dinner, tea and late supper – all in a majestic decor that despite its impressive high ceilings and grandeur is far from intimidating but rather warm, friendly and social. The food is conceived as traditional English with an international twist – very tasty, at times even feels like homey.

The same lifestyle concept focused on social gathering is being successfully implemented in the lobby area of the hotel, which encompasses an impressive Bar with excellent cocktails, a ‘communal work table’ with several Apple computers and a very friendly Concierge, expertly run by Tim.

My thanks to: Felipe, Marco, Emilio, Sarah, Simona, Lazhar, David – some of the team members who have spoiled me during my stay

Oliver Petcu in London