June 28, 2018

The Ned: The blueprint for launching a luxury hotel


A completely new brand in an already very competitive London 5-star market, The Ned was a massive undertaking and exciting addition to the marketplace.

We were delighted when Soho House & Co and The Sydell Group approached 80 DAYS in early 2016 to assist with the launch of a new 250-bedroom 5-star hotel in the heart of the city of London, with ten restaurants, extensive conference and events facilities, private member spaces, gym, spa and retail space.

A listed building, steeped in character and 11 stories high, London’s former Midland Bank was designed by Sir Edwin ‘Ned’ Lutyens in 1924. The building had lain empty for five years before it’s redevelopment as an Art Deco hospitality masterpiece, replete with rooftop pool, subterranean spa, private members club and bank vault room with its original 20-tonne door.

250 bedrooms and suites is a large room stock for any property, let alone an independent, brand new business venture. Coupled with a £200 million investment, the pressure was on 80 DAYS to help create significant awareness to help fill the hotel from day one.

Get the full story at 80 DAYS