The first Wilde Aparthotels by Staycity was launched this week on London's Strand with a ribbon cutting ceremony conducted by Oscar Wilde's grandson.
The design and concept of Staycity Group's new premium brand was inspired by the writer, witticist and master of the epigram. Merlin Holland, Wilde's only grandson said: "I'm delighted to be involved with the opening of Wilde. My grandfather took a great interest in aesthetics, particularly in interior design. He memorably said, ‘Have nothing in your house that is not useful or beautiful'."
Tom Walsh, chief executive and founder of Dublin-based Staycity Group, added: "It's fitting that our first Wilde is close to where Oscar lived in London. It is also opposite the Vaudeville Theatre, currently hosting an Oscar Wilde season, and a short walk from the Oscar Wilde memorial, near Charing Cross."
The 106-room venue, which offers a choice of studios and double rooms over eight floors, including three sky-level studios, is designed to be quirky and distinctive, although not to echo Wilde's belief that "anyone who lives within their means suffers from a lack of imagination". Prices start from £160 per room per night.
e Wilde concept was created by Staycity's in-house design team along with architects Heneghan Peng and Dublin-based branding agency Zinc Design. The interiors feature solid oak flooring and "a finely detailed piece of handcrafted joinery curated with local curiosities". Bedrooms and public spaces contain bespoke artworks commissioned by Wilde to capture its distinct personality.
The bedrooms all include intelligent in-room technology, including a 43" flatscreen smart TV and touch-control panels for lighting, air conditioning, towel rails and blinds.
Staycity intends to roll out the Wilde brand across gateway city centre locations throughout Europe, beginning with Edinburgh's King's Stables Road next year, followed by two properties in Berlin opening 2019/2020, and another on Manchester's St Peter's Square opening in 2020.