Waldorf comes to Syon Park

Waldorf Astoria opens its 24th hotel, London Syon Park, next month. Set within the 200 acre estate belonging to the Duke of Northumberland, the luxury hotel promises all the benefits of a rural break, while being just seven miles from the Central London designer shopping Mecca of Knightsbridge.

Despite the challenge of selling the London suburb of Brentford to the Waldorf’s international clientele, general manager Dale MacPhee is confident in the strength of Syon Park’s USP. “The biggest thing that will stand out compared to The Four Seasons or The Savoy is that this has access to the grounds,” she explained.

A key card will give guests access to 40 acres of private garden designed by 18th century landscape architect Lancelot “Capability” Brown.

This facility will allow the hotel to offer butler-accompanied picnics, outdoor tai chi sessions, trout fishing, bicycle rides and guided walks with a local historian – initial excavation work for the hotel unearthed a significant Roman settlement on the site.

The space also offers executive chef Lee Streeton the chance to push the current trend for locally-sourced, seasonal produce to its limit, with plans for the garden to produce much of the hotel’s food. “As a chef it’s a dream come true,” confirmed the chef, who has previously worked at The Ivy, Caprice, Brown’s Hotel and The Savoy Hotel.

Initial experiments have seen 24 varieties of vegetable planted, from artichokes to borlotti beans and Jersey Royal potatoes. However, Streeton also has plans to plant apple and pear trees as well as organising further exploration of the estate with a foraging expert.

Guests can choose from five different food and drink options: flagship restaurant The Capability, Mediterranean hideaway The Clubhouse, pastry paradise Brownies, Martini bar Peacock Alley and al fresco rooftop lounge The Deck.

With a pervasive theme of “playful luxury”, Syon Park is looking to attract both local and international clientele with a number of quirky features. These include a live butterfly wall in the lobby, grown ups’ playroom Duke’s Parlour, a giant ice block in Peacock Alley and a list pairing its extensive cigar selection with cocktails, beer and even Champagne.

Robbie Bargh, founder of Gorgeous Group, which worked with hotel owners The Ability Group on developing Syon Park’s entire bar and restaurant concept, summed up his approach. “You’ve got to stay relevant to the brand, to London and to what’s going on in the world, but make sure it sticks out,” he explained.

Highlighting the number of strands which this project needed to pull together, Bargh observed: “There’s town meets country, playful luxury, the Waldorf Astoria’s iconic American luxury the amazing heritage of Syon Park and what’s in season in terms of food and cocktail ingredients.”

A full profile on the Waldorf Astoria London Syon Park will appear in February’s issue of the drinks business.

Gabriel Savage, 25.01.2010