Aprirose announces launch of new concept hotel Birch

Miles Hurley Miles Hurley Uploaded 20 February 2020

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UK: Aprirose is launching a new lifestyle concept hotel, set to open in April 2020.

The hotel, called Birch, is planned to be a renovation of the De Vere Theobalds Estate Hotel in Hertfordshire. 

Manish Gudka, Aprirose CEO said: "As we develop and grow our hotel offer, we continue to look for the best opportunities. Creating a concept hotel is an exciting first for Aprirose, working alongside best in class partners to deliver both a destination and experience at a well-located site. 

"We look forward to the launch of the hotel later in the year, as well as subsequent Birch spaces in the coming years."

The hotel will feature 140 rooms, a growing farm, two restaurants and an interactive bakery. The concept is in partnership with Chef Robin Gill, who will lead the restaurants and bakery, as well as three bars.

Additional amenities include 20 event spaces, a co-working space, fitness studios, a lido, a pottery workshop, and screening, music and art rooms. The hotel will also be the first to use what3words, the location simplifying app, as a part of its innate identity.

The hotel will be set within 55 acres, will be designed by architecture and design collective Red Deer, and will be managed by Performance Hotels co-founders Chris Penn and Chris King. Bookings can be made individually, but the hotel also plans to offer a membership-based model.

For more news about hotel builds, check out our story about The Londoner Hotel

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