Auberge Cambridge House London and the Mayfair ultra luxury test
Auberge Cambridge House London is set to transform the Grade I listed former In and Out military club at 94 Piccadilly into a 102 room luxury hotel in the heart of Mayfair. For Auberge Resorts Collection, whose reputation rests on intimate coastal retreats like Esperanza in Los Cabos and the former Calistoga Ranch, this larger London house raises a precise question about whether its design led DNA can stretch to a full scale city destination without losing warmth. Business leisure travellers weighing their next London hotel will want to understand how this opening Cambridge project fits beside stalwarts such as The Connaught, Claridge's and The Lanesborough in both service philosophy and guest experience.
The property at 94 Piccadilly sits between Green Park and Shepherd Market, placing Cambridge House within walking distance of the royal parks and the discreet Mayfair private members tier. That location means the front door of the house auberge will face the tourist corridor pressure of Piccadilly, while a quieter rear approach through Shepherd Market will offer a more private arrival for guests who value understatement. For travellers used to the smaller Auberge Resorts Collection properties, the promise that the London luxury hotel will feature 102 individually considered rooms and suites rather than a generic inventory, as confirmed in Reuben Brothers’ planning submissions to Westminster City Council, will be central to whether this feels like a true extension of the brand.
Reuben Brothers own the freehold and have appointed Auberge Resorts Collection as operator, with French designers Jean Louis Deniot and Laura Gonzalez leading the interiors to balance historic architecture and contemporary luxury. In the official announcement, the developers describe Cambridge House as “one of London’s most important Grade I listed townhouses, restored as a world class hotel for a new generation of Mayfair guests,” while Auberge Resorts Collection emphasises that the project will “marry the intimacy of a private residence with the service of a grand hotel.” The published questions and answers from the project team address “When will Cambridge House open?” alongside “Who is designing the interiors?” and “What facilities will the hotel offer?”, underlining that the luxury hotel will offer high end rooms, a spa and distinctive dining from the outset. For readers tracking London hotel openings, this places Auberge Cambridge House London firmly in the same conversation as the new St Regis on the Strand, but with a stronger emphasis on heritage restoration and townhouse scale hospitality.
Architecture, heritage and what a Grade listed club can realistically keep
Transforming Cambridge House from the former In and Out Military Club into a functioning luxury hotel is as much an architectural negotiation as a hospitality project. Grade I listing will preserve the principal staircases, timber panelling and ornate ceilings, yet the back of house reconfiguration needed to support 102 rooms, a spa and multiple dining venues will inevitably erase some of the club’s original circulation patterns. Guests booking Auberge Cambridge House London should expect a visual celebration of historic spaces in the public rooms of the house, while the upper floors quietly adopt more contemporary layouts to accommodate modern service requirements.
The design brief given to Jean Louis Deniot and Laura Gonzalez focuses on blending traditional craftsmanship with modern amenities, so the property will feature restored salons alongside technology ready rooms that suit business leisure travellers extending a Mayfair stay. That duality mirrors what many high end travellers now seek from a city destination: the ability to hold a meeting in a characterful library, then retreat to a spa level suite with proper acoustic privacy and efficient room controls. If you appreciate the way refined Edinburgh townhouses balance heritage and comfort, you will recognise a similar ambition here, and you can see that same tension explored in our guide to small hotels in Edinburgh and their refined city stays.
For Auberge Resorts Collection, which built its name on smaller properties where every corridor turn feels intentional, the challenge at Cambridge House lies in keeping that curated experience across a larger footprint. The London hotel will offer 102 keys, yet the design team is expected to carve the rooms into distinct categories that reflect the original house proportions rather than forcing uniformity. When you compare this to the grander volumes of Claridge's or The Lanesborough, Auberge Cambridge House London is likely to feel more like an expanded private residence than a palace, which will appeal to guests who prefer layered, residential hospitality over overt opulence.
Booking strategy, suite choices and how Cambridge House fits Mayfair’s new map
For early adopters considering Auberge Cambridge House London in their next Mayfair itinerary, timing and room selection will matter as much as brand loyalty. The opening Cambridge phase will almost certainly function as a soft opening period, when service can be charming yet uneven and when the spa, secondary dining room or certain house facilities may come online in stages, so factor a soft opening tax into expectations for the first six months. If you value flawless service above being first, you may prefer to wait until the property will feature a fully calibrated hospitality rhythm, with all rooms, restaurants and wellness spaces operating at the intended standard.
When speaking with reservations, ask specifically which suite categories sit on the quieter rear elevations towards Shepherd Market rather than directly over Piccadilly, as this will influence both noise levels and the feel of your stay. Clarify whether your chosen room type is located in the original Cambridge House structure or in any newly built extension, because the experience of high ceilings and original mouldings differs markedly from that of more contemporary wings. Travellers planning high society social gatherings or client entertaining should also compare the event spaces here with other Mayfair addresses, using our guide on where to stay in London for high society occasions as a benchmark for what top tier service and privacy look like in this part of the city.
Against peers such as The Connaught, Claridge's, The Lanesborough and the incoming St Regis, Auberge Cambridge House London will offer a more intimate interpretation of ultra luxury, anchored in the narrative of a restored house rather than a purpose built hotel. The Auberge Resorts Collection pedigree suggests that the property will feature attentive, personalised service and a strong emphasis on dining, with culinary partnerships expected to turn the restaurants into standalone Mayfair draws. For travellers who might split time between a design forward East London base like the one profiled in our review of an elegant budget friendly hotel in Hackney’s creative heart and a closing night at Cambridge House, this new opening offers a way to experience both sides of the London hospitality spectrum in a single trip.