What is the story?
Denmark Street in Soho, London has long been a hit with music lovers. The Rolling Stones recorded at No. 4, the Sex Pistols lived at No. 6 and David Bowie is believed to have created Ziggy Stardust at No. 9. Now 16 buildings along it are remastered into a keyhole 55 rooms, with a mixture of Rooms and “Seance” apartments. Some are in Grade II listed townhouses and others are across the street in the Now Building, a music, arts and entertainment space that will launch by summer. with an outpost of Tattu (a trendy restaurant chain serving Chinese-inspired dishes) opening this week.
The dining room of an apartment
What do we like?
Interior designer Taylor Howes’ mantra was “no half measures”, and it is unconventional. Starting with the reception: there is one, but the team prefers to use the street as a lobby, so my “btlr”, the flamboyant Freddy, meets me on the sidewalk dressed in a vampish gender-fluid uniform with epaulets so big they barely fit through the 17th century door of No. 7, where my apartment is.
There are 13 apartments available now. I’m in All the Sinners (from £660 a night), a tribute to the Stones Sympathy for the Devil. It’s a dimly lit boudoir with black leather floors, Timorous Beasties wallpaper, a black leather tufted bed, and a wardrobe that looks like a Catholic confessional. The bathroom is even more ostentatious, with a blood-red freestanding tub and a fireplace sculpted with snakes, hawks, and gargoyles. The “maxibar” has 34 full-size liquor bottles and 30 wine bottles. It’s rock’n’roll, right? It’s only 4 p.m., but Freddy is making me a French martini — vodka, Chambord raspberry liqueur and pineapple juice. Everything from the laundry bag emblazoned with the word “Filth” to the bathrobe logo of an evil figure proclaiming “Back to mine” reflects the tongue-in-cheek attitude.
● Going out: the best things to do in London
Across the road, 14 session rooms open tomorrow. They’re playful and punky, with graffiti-adorned beds, nickel, iron, and glass chandeliers, and Artcoustic sound systems.
Surprisingly for a place with such a party ethos, Thirteen — the hotel’s bar and all-day hangout — won’t open until the summer; neither does the gym. The rooms are amazing, but with rates this high, I doubt Mick Jagger – who is often accused of being a penny-pincher – will stay the night.
Continue the musical theme at Ronnie Scott’s, less than a five-minute walk away, and discover Inspiring Walt Disney: the animation of French decorative arts at the Wallace Collection until October.
Susan d’Arcy was a guest at Chateau Denmark, which has double rooms from £510 (chateaudenmark.com)
Sign up for our Times Travel newsletter and follow us on Instagram and Twitter