O&H Grafton Developments, whose directors include Alan Gabbay and Eli Shahmoon, has put in a planning application to redevelop a chunk of Mayfair to create an 82-bed hotel to be operated by Louis Vuitton owner LVMH’s Cheval Blanc brand.
The site of the scheme encompasses 10 Grafton Street, 11-14 Grafton Street, 22-24 Bruton Lane London and 163-164 New Bond Street.
Designed by Foster + Partners, the development will also include restaurants and retail units, as well as up to six homes.
In the planning statement, Gerald Eve, on behalf of O&H Grafton Developments, said that London had been a key target for Cheval Blanc, and that Bond Street had been specifically identified as a required location for a new hotel, given its reputation and proximity to LVMH’s existing stores.
“LVMH recognises that the luxury retail market is changing, with a growing demand for creation of experiences through the provision of complementary uses to support traditional shopping activities,” the planning statement said.
“Bond Street is currently lacking in this regard and is losing out to shopping centres and department stores which already offer these services.
“LVMH believes a world-class hotel at the heart of Bond Street will not only provide a direct complementary synergy between the social demographic profile of hotel guests and those shopping in Bond Street, but will also provide a range of complementary uses reinforcing and enhancing the street’s attractiveness on a global scale.”
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