Set to open on London’s Denmark Street in the summer of 2021, Chateau Denmark is inspired by its location – a street often referred to as the birthplace of the British music scene due to its links with The Rolling Stones, Jimi Hendrix and the Sex Pistols, not to mention David Bowie’s fictional alter ego – Ziggy Stardust.

Born out of a collaboration between media group Outernet Global and hospitality personality Carrie Wicks’ CAW Ventures, the 55-key concept will balance architectural detail, rich cultural heritage and modern craftsmanship, with rooms set across 16 characterful buildings in and around Denmark Street – one of few thoroughfares in central London to have retained its original 17th century façades on both sides. Many of the buildings’ original features have been restored to reflect their original time and place.

Inside, a narrative by London-based design practice Taylor Howes invokes a time where punk, rock and gothic meets grandeur and psychedelia. Nicknamed ‘Session rooms’, many of the private quarters have their own individual stories referencing musical and other happenings that once took place at the iconic location.

A figurative journey through Denmark Street’s prolific days, the distinct guestroom narratives include ‘Vintage Gothic’, which presents dramatic intrigue and charm, as well as Timeless Grandeur, offering an opulent Victorian-era aesthetic. Elsewhere, Modern Psychedelia brings ‘60s and ‘70s London to life through texture, finish and palette, while Punk Now is a modern interpretation of the anti-establishment movement.