The hotel, located on Denmark Street, is set across 16 buildings, with 55 Session Rooms and apartments featuring designs that reflect each building’s history as well as ‘the rebellious spirit of Soho’.
Session Rooms are located in The Now Building, with design elements including gold-trimmed, graffitied beds, rounded furnishings, and a ‘kitchenette maxi.
Apartments are located in a collection of Grade II listed townhouses, a mews house and mansion buildings along Denmark Street and will have original timber beams, dark panelling; along with a elements such as a roll-top, red-lined bathtub on a marble plinth, a peacock blue sofa, and antique furniture featuring ‘God Save The Queen’ motifs.
There will also be Signature Apartments located across a number of the buildings, including the ‘I Am Anarchy’, a duplex mews house situated behind Number 6 Denmark Street that features Johnny Rotten’s storied caricatures of his fellow bandmates, the Sex Pistols - the mews house’s one-time residents.
The Now Building will also be home to restaurant group Tattu’s first London site. Located on the top floor it is due to open later this year.