Cambridge House, a Grade I-listed Georgian mansion at 94 Piccadilly, is now taking reservations as Auberge Collection’s first hotel in London, the group announced on 17 September. The house stands in Mayfair, between Green Park and Shepherd Market. It is due to open in 2027 with 102 rooms and suites, along with private residences.
The dates need a careful reading. Auberge’s announcement gives an opening date of 1 February 2027, while also stating that reservations are available from 1 April 2027. Travellers planning an early stay should confirm their dates directly with the hotel.
The building is owned by Reuben Brothers and will be operated by Auberge Collection, which is part of The Friedkin Group. It forms part of Reuben Brothers’ £1 billion regeneration of 1.3 acres of the Piccadilly Estate.
Christian Clerc, president and chief executive of Auberge Collection, said in the announcement that "the launch of Cambridge House marks a defining moment in Auberge Collection's exciting urban growth and global expansion".
From an earl’s house to the "In & Out"
The mansion was commissioned by the 2nd Earl of Egremont in 1756. It is built in the Palladian style, the restrained classical manner that took its rules from the Italian architect Andrea Palladio and shaped much of Georgian Britain. Its Grade I listing places it in the highest of England’s three grades of protection for historic buildings.
The house takes its name from the Duke of Cambridge, who lived there. Lord Palmerston was another resident, and according to Auberge, the house served as a proxy for 10 Downing Street while he was Prime Minister.
From 1865 to 1999, it was home to the Naval and Military Club, known across London as the "In & Out", a nickname taken from the In and Out signs painted on the gateposts of its courtyard entrance. For well over a century, the doors on Piccadilly opened to club members rather than to the public.
The new hotel turns that private address into a public one. A house built for an earl in 1756 is preparing to welcome hotel guests for the first time.
Deniot, Gonzalez and a ballroom restaurant
Two French designers share the interiors. Jean-Louis Deniot has designed the hotel and its guest spaces, while Laura Gonzalez has designed the wellbeing facilities and a members’ club that is due to open later in 2027.
The main restaurant, Major’s, comes from Major Food Group, the team behind Carbone. It is set to occupy the restored Georgian ballroom, with further tables in a courtyard fringed with jasmine. Diners in the Gulf already know the group’s work: Carbone has a restaurant at Atlantis The Royal in Dubai.
The spa is spread over three floors. It is to include hydrotherapy, a heated pool, six treatment rooms, a gym, studios and a bathhouse, a generous programme for a hotel in the middle of the city.
Rates start at £1,250, room only, according to the announcement. Room only means that breakfast and dining are charged separately, so the figure is a starting point for the room rather than the full cost of a stay.
A new chapter for the Piccadilly Estate
Reuben Brothers’ £1 billion programme covers 1.3 acres of the Piccadilly Estate, and Cambridge House sits within it. Its conversion gives a Grade I-listed house a new public life, on one of London’s best-known streets.
For Auberge, the move is just as significant. The group has built its reputation largely on resort hotels, and Clerc’s reference to urban growth signals where it is heading next. A Georgian mansion on Piccadilly is a striking place to begin.
Etienne Haro, managing director of Cambridge House, described the opening of reservations simply: "This is a real milestone for our team."
The members’ club designed by Laura Gonzalez is the next stage. It is due later in 2027, after the hotel itself opens, and will add a further layer to a house that has been a private club for much of its history.
A historic address for summer in Mayfair
For many families in the Gulf, London in summer means Mayfair, Knightsbridge and Park Lane, the neighbourhoods that have long served as their base in the city. Cambridge House adds a historic address to that map, on Piccadilly and a short walk from Park Lane.
Its location suits the way many Gulf visitors use London. Green Park lies across the road, the lanes of Shepherd Market are close by, and the shops and restaurants of Mayfair are within walking distance.
The calendar matters too. If the hotel keeps to its 2027 timetable, its first summer season will be next year, when London fills with visitors from the region. For families who return to the city each summer, Cambridge House is one to watch, and one to book early, once its dates are confirmed.
Sources: Journal des Palaces