Sternlicht to Launch Treehouse London With ‘Witty’ Design

Main Photo: The Saint Georges London…to be relaunched as Treehouse London November 2019

Date: October 2019

Location: Langham Place, London, UK

Name: Saint Georges Hotel, to become Treehouse London

No. of Keys: 95

Seller/Owner: Cairn Group, which owns and operates 33 hotels in the UK.

New Brand: Founded by Starwood Capital Group chairman and chief executive Barry Sternlicht, their 2nd London launch this week….Treehouse London will be the first property in his/their new ‘witty’ hotel brand, is set to open 1 November, 2019.

The 95-bedroom London property is the result of a collaboration between Starwood and Cairn Group. SH Hotels & Resorts, a subsidiary of Starwood, will manage the Carin Group-owned hotel, which is being transformed from the Saint George hotel opposite the BBC on Langham Place.

Designed through the “optimistic lens of childhood”, Treehouse London aims to be fun and playful with cuckoo clocks and sleeping bag throws in bedrooms (including 15 suites), resident horticulturalists who will give tours of local gardens, book clubs and poetry slams.

The hotel will also feature rooftop bar the Nest, with 360-degree views of the capital, and restaurant Toca Madera serving modernised traditional Mexican cooking alongside “farm-to-glass” cocktails.

Barry Sternlicht, chief executive and chairman of Starwood, said: “It’s really exciting to launch our first Treehouse Hotel in one of the greatest cities in the world.

“I believe Treehouse, with its unique philosophy and playful aesthetic, will introduce a new kind of hospitality experience to the London market—fun, witty, surprising, and as much a destination for visitors as it is a local hangout.”

Aneil Handa, director at Cairn Group, added: “Partnering with industry pioneer Barry Sternlicht is an honour for us and aligns exceptionally well with our mindset of innovation and striving to raise the experience of our guests to new heights.

“Our landmark location on Regent Street will provide the perfect stage to spearhead a new type of hotel experience and we look forward to delivering the global showcase of the first Treehouse hotel in the world with our new partners Starwood Capital Group and SH Hotels & Resorts.”

THPT Comment: Cairn have done really well with this ex-Trusthouse Forte hotel (with offices in the building between ground floor and hotel rooms), and the array of hotels, some ex- British Rail hotels they have acquired since staring in the 1970s. Most of the hotels are branded and this is a genius stroke.

First Seen: The Caterer

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