The Chace Hotel to rebrand as Laura Ashley Hotel

The Chace Hotel will rebrand as Laura Ashley Hotel The Iliffe, Coventry, from 29 July 2019, Laura Ashley Hotels has announced.

The new boutique Laura Ashley Hotel is undergoing a thorough refurbishment which will bring it in line with Laura Ashley brand standards. The new interiors will showcase the Laura Ashley Home range and its inherently British fabrics and furnishings throughout.

The Chace Hotel’s new design will take inspiration from the grand sweeping staircase leading upstairs to the new Laura Ashley bedrooms. The boutique hotel’s 17 superior and deluxe Laura Ashley bedrooms will feature plush cushions, Laura Ashley Glenmore chairs floor-to-ceiling drapes to statement lighting and Laura Ashley Constellation Champagne and Gold Constance Mirrors.

Laura Ashley Hotels added that every part of the hotel has been redesigned drawing inspiration from the hotel’s Victorian heritage to create an “elegant space to entice comfort and relaxation”.

Kay Cullen, commercial designer for Laura Ashley, said: “I was charmed by the beautiful building which once a grand manor house of late Victorian origin. The beautiful sweeping staircase takes you on a journey through the owner’s past with a portrait of the glamorous lady Mary Ann Soden as a debutante in the mid eighteen hundreds. To pay homage to the decadence this image portrays I decided to bring back a sense of the past and to embrace the beautiful detail within this magnificent old building.”

A bespoke bookshelf has also been added to separate the hotel’s bar from the lounge space, with a secret pocket door which opens to connect both spaces when required. In the main restaurant a hand painted mural has also been added to reflect the surrounding grounds.

Laura Ashley Hotel The Iliffe, Coventry will be only the second Laura Ashley branded hotel. The portfolio, which also includes The Belsfield Hotel, Windermere, and is soon to include Burnham Beeches Hotel in Buckinghamshire.

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