Auberge Resorts Collection will enter the lucrative luxury UK market for the first time after being appointed by Reuben Brothers to manage Cambridge House, the former In and Out Military Club, in Mayfair, London.
Set to open in late 2025, Cambridge House, Auberge Resorts Collection will introduce the award-winning hospitality brand’s experiential luxury, unsurpassed personal service, vibrant and unique dining and a destination Auberge Spa to the global capital. The hotel is part of the £1 billion regeneration of 1.3 prime acres of Piccadilly Estate by London-based global real estate leader’s Reuben Brothers. The billionaire duo have been sitting on the property for at least the past seven years.
The five-star hotel site also includes the adjacent residential development of One Carrington and the cobblestone streets of Shepherd Market.
“Reuben Brothers’ vision for Cambridge House is incredibly inspiring and we are honoured to have been chosen to usher this uniquely British property into its next chapter as a luxury hotel,” said Dan Friedkin, Chairman, Auberge Resorts Collection.
“Adding such an iconic Mayfair destination to our growing portfolio is also an exciting step forward in our focused expansion into Europe.”
“Cambridge House is one of the most exciting projects my family and I have ever brought to fruition,” said Jamie Reuben, Principal, Reuben Brothers. “Our vision for this special property is not just to offer a new destination, but a new level of hospitality and something that London has not seen before. We chose Auberge Resorts Collection for the brand’s unrivalled spirit of intention – to provide a distinct and unparalleled luxury hospitality experience.”
The 102-room hotel, together with its dining venues, spa and nine room private members’ club, will be both retreat and social hub.
Encompassing several historic properties, it is the Georgian mansion at the heart of the hotel that is a London icon – the gracious, Grade 1-listed, Palladian-style townhouse commissioned by the 2nd Earl of Egremont in 1756. Built to entertain the political and social elite of the age, the property has been at the centre of London life ever since, hosting Queen Victoria, serving as PM Lord Palmerston’s proxy No.10, home to the Duke of Cambridge and Lord Cholmondeley, and the Naval and Military ‘In and Out’ Club from 1865 to 1999.
A culinary partnership for the project will be announced at a later date.
Inspired by Britain’s healing lore and informed by its Roman bathhouses, the double-level spa will introduce Auberge’s holistic wellness offering to London. Extensive hydrotherapy facilities, two heated swimming pools and seven treatment rooms will be complemented by a circular relaxation lounge, centred by a fire pit. The gym, activity studios, wet zones, heat rooms and bathhouse will all encourage an element of social connection integral to the spa’s wellness concept.
The Mayfair property announcement comes at an exciting time of thoughtful and strategic expansion in urban and European markets for Auberge Resorts Collection. Later this year, the brand will open Collegio alla Querce, Auberge Resorts Collection in Florence, Italy, which joins two existing Auberge properties in Europe, Domaine des Etangs, Auberge Resorts Collection in France and Grace Hotel, Auberge Resorts Collection in Santorini, Greece.
Auberge will also soon open several additional urban locations including The Shore Club, Auberge Resorts Collection in Miami Beach, FL, The Knox, Auberge Resorts Collection in Dallas, TX and The Hearst Hotel, Auberge Resorts Collection in San Francisco, CA.
