Third time lucky for the Mondrian hotel brand in London?

Last week we covered the rebranding of the Mondrian Shoreditch hotel into Virgin Hotels London Shoreditch. The switch will take place overnight on 1st August, with no period of closure.

This is the second time that Mondrian has failed to break into the London hotel market, after initially losing control of what is now Sea Containers London on the South Bank.

According to a report, it appears that the owner of the Virgin Hotels / Mondrian Shoreditch property, Reuben Brothers, has decided to relocate Mondrian to a site in ‘central’ London.

The new site already appears to have been selected and will have a higher room count than the Shoreditch property.

Whilst the report does not mention the exact site of the new hotel, the Reuben Brothers website points out that:

RB hold the freehold and part long leasehold of 47,48, & 49-50 Poland Street (together with land to the rear of 54-55 Great Marlborough Street) in Soho. The site comprises three prominent retail & office buildings currently totalling 53,000 sq ft GIA and benefits from planning consent by Westminster for demolition and redevelopment into a hotel with restaurant and bar space consisting of over 74,000 sq ft GIA on two basement levels, ground and six upper floors. RB also own the neighbouring site at 54 & 55-57 Great Marlborough Street with prominent adjoining freehold buildings currently totalling 44,000 sq ft and 100 ft of prime frontage. This has full planning consent granted for redevelopment into a 195-key hotel with restaurant and retail space of over 63,400 sq ft over two basement levels, ground and seven upper floors.

…. so we could see Mondrian reappearing in the heart of Soho. This project will take a number of years to come to fruition, of course, and doesn’t explain why the Shoreditch property is being switched now to Virgin Hotels.

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