Brown's study

18 March 2004 by
Brown's study

The vision for Brown's is for it to compete with the likes of Claridge's and the Dorchester, but it can't do that in its present state. It's really in need of modernisation. The challenge is to do that while retaining the charm.

At present it's quaint and even a bit mouldy, but I wouldn't call it stuffy. I want to make it more attractive to a younger clientele. It's not the sort of hotel that you can give a really modern look to, but it has to be clean and contemporary.

The rooms must be comfortable, the lighting mustn't be too complicated and you've got to have some good reading lights and a space to sit. Bathrooms need to have good lighting and room for bottles, and I like a good shower - I always have showers in hotels, I very rarely have a bath.

At Brown's we're going to try to have some contemporary British art. I plan to have a prototype with four rooms and three or four schemes. The suites will all be different. It's difficult to make all the rooms different when you're doing 118, but I try to buy an old piece for every room - a 1950s chest of drawers or something like that. All over the place, wherever I happen to be, I stop for five minutes, run into an antique shop and have a look round. I go to auctions a lot, especially for paintings. You can save money, but it's important to do your homework first. You have to know what you are getting - and also when to stop.

This job is going to be particularly challenging. Everyone has their memories of Brown's, and it's usually to do with grandmothers. Some might say: "Oh God, they've ruined it." Others will think it's wonderful. It's hard to please everyone, but we're going to try.

Brown's hotel, London - Current rate £280; anticipated post-refurbishment rate £400 - Current average achieved room rate £175; anticipated post-refurbishment £300
ContactsPennyhill Park hotel 01276 486100 www.exclusivehotels.co.uk](http://www.exclusivehotels.co.uk) Brown's hotel 020 7493 6020 [www.roccofortehotels.com](http://www.roccofortehotels.com) Trunkwell Mansion House 0118 988 3754 [www.trunkwell.com](http://www.trunkwell.com) The Vineyard at Stockcross 01635 528770 [www.the-vineyard.co.uk](http://www.the-vineyard.co.uk) Spascape 020 8943 3975 [www.spa-scape.com](http://www.spa-scape.com) Wheway Lifestyle International 01494 758058 [www.whewaylifestyle.com](http://www.whewaylifestyle.com) Bvlgari Hotels & Resorts 00 39 06 688 10 594 [www.bulgari.com](http://www.bulgari.com) Ritz-Carlton Hotel Company 00 1 702 567 4700 [www.ritzcarlton.com](http://www.ritzcarlton.com) Rezidor SAS Hospitality 00 32 2 702 9200 [www.rezidorsas.com](http://www.rezidorsas.com) Cerruti 00 39 02 4300 151 [www.cerruti.com](http://www.cerruti.com) Camper 020 7409 3114 [www.camper.com](http://www.camper.com) Armani 00 39 02 723181 [www.giorgioarmani.com](http://www.giorgioarmani.com) Emaar Properties 00 971 367 3511 [www.emaar.com](http://www.emaar.com) PKF 020 7065 0000 [www.pkf.co.uk](http://www.pkf.co.uk) TRI Hospitality Consulting 020 7892 2215 [www.trihospitality.com](http://www.trihospitality.com) Kilrush Consultancy 01604 768319/660805 [www.kilrush.biz](http://www.kilrush.biz) Le Méridien 08000 282840 [www.lemeridien.com](http://www.lemeridien.com) Premier Lodge 08702 010203 [www.premierlodge.co.uk](http://www.premierlodge.co.uk) The Rookery hotel 020 7336 0931 [www.rookeryhotel.com](http://www.rookeryhotel.com) The Savoy hotel 020 7836 4343 [www.savoy-group.co.uk](http://www.savoy-group.co.uk) Blackberry 01784 477465 [www.blackberry.com](http://www.blackberry.com) Cognos 01344 486668 [www.cognos.com](http://www.cognos.com) E-TV Interactive 01259 720319 [www.e-tv-interactive.com](http://www.e-tv-interactive.com) Hewlett Packard 0845 270 4222 [www.hp.co.uk](http://www.hp.co.uk) Hotel Information Systems 020 8891 1888 [www.hotelinfosys.com](http://www.hotelinfosys.com) IBM 0870 010 2509 [www.ibm.com/uk](http://www.ibm.com/uk) Ideas 0118 982 8100 [www.ideas.com](http://www.ideas.com) Telesuite [www.telesuite.com](http://www.telesuite.com) Wyse Technology 0118 934 2200 [www.wyse.co.uk
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