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October 2, 2013

Same Street, New Edition

Ian Schrager returns to London for the second chapter in his Marriott marriage.

Fifteen years have gone by, and Ian Schrager is ready to take London back.

Much has happened since the godfather of the boutique hotel opened the Sanderson hotel in London’s West End — Schrager created an empire with Morgans Hotel Group and sold it; then he started a new brand, Public, around the time he hopped in bed with Marriott to create Edition hotels.

For his second Edition property (the first opened in Istanbul), Schrager returns to the very street where he made his name with Sanderson — located on Berners Street, The London Edition is a minute’s walk from Sanderson.

Originally a series of Georgian townhouses first brought together as a hotel in 1908, the Edition is an historic property in a storied neighborhood, Fitzrovia, where Virginia Woolf and George Bernard Shaw resided. Tapping into the twin aesthetics of the classic English country house and a London gentleman’s club, the hotel offers the “reservations-only” Punch Room — a wood-paneled cocktail den — and Berners Tavern — a restaurant by Michelin-starred Jason Atherton with a stunningly carved ceiling and walls cloaked in framed art.

Some of the 173 guestrooms have furnished terraces, including the penthouse with 360-degree views of London, and all have rain showers and complimentary WiFi. Don’t expect white walls here: you’ll either find a bedroom paneled in dark walnut or light oak, and decor based on a “no-color color palette” (translation: shades of brown and taupe).

It’s been a long time coming, but Schrager’s finally got it: a hotel in the grand building he used to walk by every day — and dream about — on his way to his first Berners Street hotel.

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