Auberge Collection will make its London debut with the 102-room Cambridge House, transforming the former ‘In & Out’ Naval and Military Club as part of Reuben Brothers’ £1 billion regeneration of the Piccadilly Estate.
One of Mayfair’s best-known private club addresses is preparing for a new chapter.
Cambridge House, Auberge Collection will open on 1 February 2027 at 94 Piccadilly, bringing Auberge Collection to London for the first time and placing a restored Georgian landmark at the centre of Reuben Brothers’ wider regeneration of the Piccadilly Estate.
The development forms part of a £1 billion investment across 1.3 acres of prime Mayfair real estate, with Cambridge House positioned as the hospitality anchor of the project.
The hotel will comprise 102 guestrooms, including 24 suites, alongside private residences. Six historic suites will occupy the 6,500 sq ft Piano Nobile, retaining some of the building’s grandest original spaces.
Built in the 18th century, Cambridge House has had several lives. It has been home to political and royal figures and later became the headquarters of the Naval and Military Club, widely known as the ‘In & Out’ after the signs at its Piccadilly entrance.
Rather than treating that history as a backdrop, the redevelopment has made it central to the new hotel.
French designer Jean-Louis Deniot has led the interiors of the hotel and guestrooms, while Laura Gonzalez is responsible for several of its social and wellbeing spaces, including the bar and members’ club.
Major Food Group comes to Mayfair
Food and beverage will form a significant part of Cambridge House’s positioning.
Major Food Group, the New York hospitality company behind restaurants including Carbone and Torrisi, will introduce Major’s, a new restaurant within the restored Georgian ballroom.
The concept will combine the traditions of the London grill with the group’s interpretation of the American chophouse, making dining an important part of the hotel’s attempt to establish itself as a destination for Londoners as well as overnight guests.
Additional venues will include the Drawing Rooms, the In & Out Bar and the Reuben Bar.
Three floors dedicated to wellbeing
Cambridge House will also introduce Baeden House, a three-level wellbeing destination inspired by British healing traditions and Roman bathhouse rituals.
Facilities will include a swimming pool, bathhouse, hydrotherapy areas, treatment rooms, gyms and studios, alongside a programme of visiting practitioners.
A private members’ club is also planned to open later in 2027.
Auberge pushes further into cities
The opening is strategically important for Auberge Collection.
The brand has traditionally been associated with luxury resorts and destination-led properties, but its portfolio is increasingly extending into urban markets.
Recent European additions include Collegio alla Querce in Florence and The Woodward in Geneva, while Cambridge House gives the company a flagship presence in one of the world’s most competitive luxury hotel markets.
Christian H. Clerc, President and CEO of Auberge Collection, described the launch as a defining moment in the company’s urban growth and global expansion.
The development also illustrates a wider change in London luxury hospitality.
Hotels at the top end of the market increasingly operate as much more than places to stay. Restaurants, private clubs, wellness, residences and social spaces are becoming central to the economics and identity of major developments.
Cambridge House brings all of those elements together within a single historic address.
For Reuben Brothers, it is the centrepiece of a much larger Mayfair regeneration. For Auberge Collection, it provides an opportunity to translate a hospitality model built largely around resorts and destination properties into a major global city.
When the doors open in February, the test will be whether Cambridge House can balance those two ambitions while retaining the character that made the address significant in the first place.
Source: Boutique Hotel News
