Completed May 2019

Bringing a unique lifestyle brand to Central London

Formerly known as Park Plaza Sherlock Holmes London, Holmes Hotel London is located close to Marylebone, which has long been a fashionable area of London. The area brings together unique independent restaurants and boutique shopping along its High Street, and convenient access to tourist hot spots including Madame Tussauds, the Sherlock Holmes Museum and Oxford Street, renowned for shopping.

We undertook an extensive £9m repositioning programme to maximise the property’s hospitality real estate potential and provide guests with a premium boutique offer which reflects the local area’s growth and high end development in recent years.


As part of the repositioning, which created the Group’s first premium boutique hotel, the property benefited from a major redesign which included the full refurbishment of all 118 rooms and public areas and the unveiling of a new brand identity with an up-market boutique aesthetic and 5-star quality service.

This phased renovation saw the relocation of the hotel’s main entrance from Baker Street to the aspirational Chiltern Street and the associated renovation of the hotel’s reception area to create an inviting space for welcoming guests.


A new restaurant concept was also introduced. Kitchen at Holmes is a seasonally-inspired all day restaurant and neighbourhood bar led by Head Chef Stefano Motta. This is a high quality destination restaurant accessible from Chiltern Street, with a separate entrance to the Holmes Hotel itself, attracting not only hotel guests but all food lovers.

The second phase of the repositioning project included the redesigning of all of Holmes’s 118 rooms as well as meeting and events facilities to better reflect the hotel’s creative clientele. The meetings and events offering will be completed in 2020 and will boast a new self-contained space in the basement including a kitchen and breakout spaces.

A new, highly experienced management team has been appointed to lead the newly repositioned Holmes Hotel London. The hotel was unveiled in late spring 2019. Holmes Hotel London’s reimagined design, layout and upper upscale lifestyle service level have been positively received by customers since reopening, demonstrated by an average Guest Rating Score of 92.1% across independent websites.

How we've added value
  • 1st
    PPHE Hotel Group‘s first premium boutique hotel

  • A multi-million pound
    repositioning which includes all guestrooms and public areas

  • 118
    Sophisticated guestrooms

Further reading:

Repositioning complete case studies