One of Piccadilly's grandest old addresses is getting a second life. Cambridge House, the Grade I-listed Georgian mansion at 94 Piccadilly, will open as a 102-room luxury hotel under the Auberge Collection banner in February 2027 — the brand's first UK property and the centrepiece of Reuben Brothers' £1 billion regeneration of the Piccadilly Estate.
The building has serious form. Commissioned in 1756 by the 2nd Earl of Egremont, the Palladian-style townhouse later housed the Duke of Cambridge, played host to Queen Victoria, and even served as Lord Palmerston's stand-in for 10 Downing Street. From 1865 to 1999 it was the home of the famously exclusive 'In & Out' Naval and Military Club. Now it's being reimagined as a Mayfair social hub, sitting between Green Park and Shepherd Market.
Two big-name designers are splitting the work. Jean-Louis Deniot is handling the hotel and its guest spaces, while Laura Gonzalez takes on the signature bar, the members club (opening later in 2027) and the wellbeing floors. That wellness offering is one of the more ambitious parts: a three-floor spa inspired by Britain's Roman bathhouse heritage, with hydrotherapy, a heated pool, six treatment rooms, wet and heat rooms, and a circular relaxation lounge built around a central fire pit.
The food is the other headline act. Major's, a new restaurant from Major Food Group — the team behind Carbone and Torrisi — will take over the restored Georgian ballroom and a jasmine-fringed courtyard. The concept merges the American chophouse with the London grill tradition: seafood towers, caviar service, spit-roasted prime rib carved tableside from bespoke trolleys, and British-sourced game, fish and meat throughout. The bar will pour ten different martinis, backed by a wine programme drawn from one of London's most formidable cellars.
Why should a traveller care? Auberge is a brand best known for immersive, service-heavy luxury resorts, and this is its first proper foothold in London — a city not exactly short of five-star hotels. The pairing of a genuinely historic building, two designers with distinct points of view, and a restaurant that will likely become a booking in its own right makes Cambridge House one to watch for anyone planning a splurge stay in Mayfair. Reservations open ahead of the February 2027 debut, and with the members club following later that year, expect the property to evolve through its first months.
It's also part of a busy expansion for Auberge, which opened properties in Florence and Geneva in 2025, launched a nine-property safari collection in Tanzania, and has The Knox in Dallas slated for 2027. But Cambridge House is the one with the storied address — and the martini list to match.