CAW Ventures, the hospitality development company founded by Carrie Wicks, is to open a hotel inspired by the UK music industry on London's Denmark Street next summer.
Chateau Denmark will feature 55 rooms and apartments spread across 16 buildings around the area, which is nicknamed London's Tin Pan Alley for its ties to the UK music industry.
The hotel and apartment property will open as part of a collaboration between CAW and Outernet Global, an upcoming development which will feature shops, restaurants and LED screens for multimedia events near Tottenham Court Road.
Denmark Street is still home to numerous guitar shops and has a history as the heart of the UK music industry. The NME once had its offices on the street and the strip used to house recording studios used by the Rolling Stones, the Kinks and Elton John.
Chateau Denmark's interiors will draw inspiration from the area's legacy, with designs inspired by punk and psychedelia and rooms featuring ‘maxi-bars' rather than mini-bars.
Wicks said: "By the time we open next year, more than ever people will need to have it their way, connecting however they wish. In 2021, together we'll present the next chapter of staying up or waking up in London".
Wicks was chief executive of Leeu Collection, the South African-based group of luxury hotels, from 2016-17.
She previously worked at Firmdale Hotels for 19 years, and was named Manager of the Year at the 2009 Catey Awards.