Birch CHESHUNT Former Ace Hotel London Managing Director Chris Penn and business partner Chris King plant the first flag for their new lifestyle brand in Hertfordshire. Words: Guy Dittrich • Photography: © Adam Firman
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irch captures the zeitgeist with a refreshing authenticity that effortlessly delivers on ideals of collaboration, locale, the new luxury of imperfection and ultimately
the creation of experience; a playful escape that speaks of craftsmanship, re-use and repair. The hotel is reached up a long drive, the sort a grand country home deserves. Amidst the trees of its closely wooded flanks, a swing hangs teasingly, indicative of the goodhumour guests can expect. Birch (Handle.Silk.Comet), to use its full name, offers much. Drop-in bakery lessons anyone? Join Tom and his four-legged friend for their morning tour of the farm? Perhaps a do-it-yourself barbeque at one of the several fire pits dotted around the grounds? Birch lifts the spirit with its feel-good atmosphere – the three postscript words in the name relate to the site using the nomenclature of What3Words’ location technology. The 140-key property comprises a grand Georgian mansion, all red brick, turrets and towers overlooking a wide lawn. This is linked by The Hub, a co-working space, to a low-rise extension housing half of the guestrooms. Countless meeting rooms are joined by pottery, music and art studios, a games room and screening room. There are two standalone units – the riding stables, a quadrangle including 31 guestrooms and fine-dining restaurant, The Zebra Riding Club. And then there is the wellness space, with an open gym finished in a fetching pale pink, plus spinning and exercise studios. All of this takes up just a small portion of the 55-
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