Aprirose has launched a new ‘lifestyle’ concept hotel called Birch, through its joint venture with management company Performance Hotels.
The jv is renovating the former De Vere Theobalds Estate Hotel, which Aprirose purchased in December 2018, for its first Birch location.
The hotel, which follows an £8.5m capex programme, will open in April this year.
It will feature 140 bedrooms, a growing farm, two restaurants including an interactive bakery, three bars, 20 event spaces, co-working space, fitness studios, a lido, a pottery workshop, and screening, music and art rooms.
It is designed by architecture and design collective Red Deer, and will be managed and delivered by Performance Hotel co-founders Chris Penn and Chris King.
Birch’s system will allow for both individual bookings and a membership-based model. It will also use location technology from what3words.
Manish Gudka, chief executive of Aprirose, said: “As we develop and grow our hotel offer, we continue to look for the best opportunities.
“We look forward to the launch of the hotel later in the year, as well as subsequent Birch spaces in the coming years.”
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