Strandbrook Ltd are bringing forward plans to convert the current building into a well-located aparthotel.
Please read about our plans below. Although our public consultation period has now ended, please let us know with any questions.
Strand Façade with proposed hotel within dashed line
Historic Cecil Hotel
85 Strand forms a section of the historic Cecil Hotel which was built in the late 19th century and became the largest hotel in Europe. The building has more recently and lastly been used as office space providing circa 2,800m2 of space, but has, despite lengthy marketing, been largely vacant since late 2020, due to the poor internal layout, challenging economy and low demand created by changing work patterns.
85 Strand is the only remaining wing of the old hotel. Converting it back to a hotel would celebrate a forgotten part of London’s history while meeting a gap in the provision of hotel accommodation in Central London.
We will deliver 97 rooms split across seven floors. These will include 57 ‘Classic Rooms’ of around 30m2, 35 ‘Superior Studios’ between 39-46m2 and 5 ‘Suites’ which will be between 57-70m2.
The ground floor will include a small reception area. There will be no dedicated restaurant in the hotel which will minimise deliveries to the site and encourage guests to visit nearby restaurants and venues.
There will be no external works to the building which will preserve its historic character. As the proposals seek to re-introduce the original Cecil Hotel use, the proposed aparthotel will require minimal internal works , retaining much of the original layout and plan form. This retains original fabric, minimises the impact of construction and helps to preserve the history of the building and its neighbours.
We want to bring forward a modern but timeless design approach that balances contemporary design while acknowledging the building’s architectural legacy and heritage. To do this, we are proposing the introduction of sustainably sourced warm timber wall panelling and detailed joinery in the reception and curved ceiling details to complement the existing arches on the building in the aparthotel corridors. The apartments will complement the feel of the lobby by incorporating timber walls that are softened with the use of carpets, rugs and other fabrics.
An aparthotel is a type of accommodation that combines the amenities and services of a hotel with the space and convenience of an apartment.
Guests would enjoy the benefits of hotel housekeeping and a fully staffed reception while retaining the flexibility having their own living and kitchen areas.
The flexibility of aparthotels is ideal for attracting a wide range of guests as the model can support both short and long stays. This differentiates 85 Strand from many other hotels in Westminster and addresses a niche gap in the market.
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