The Sanctum Soho hotel in London has rebranded as the Karma Sanctum Soho hotel, following a merger with Karma Group.
Karma Group, which has a portfolio of 23 hotels worldwide, has purchased an equity stake in the Sanctum Hospitality Group, and will see the groups join forces to develop a series of ‘luxury rock hotels'.
The 30-bedroom Soho hotel marks Karma's first London hotel and second in the UK, in addition to the Karma St. Martin's on the Isles of Scilly.
A new restaurant, Wild Heart, is set to open at the hotel in the summer. Mark Fuller launched the hotel as a ‘rock'n'roll', music-friendly boutique hotel following a £10m investment in 2009. The group also owns the nine-bedroom Sanctum on the Green hotel in Cookham Dean, Berkshire.
The new luxury rock hotels are intended for both fans of rock music and touring bands and musicians, featuring recording studios and cinema screening rooms, with a membership club offering discounts at the properties, as well as preferential tickets to rock concerts and experiences like meeting bands and backstage tours.
The membership programme, ‘Karma Sanctum Club', will initially focus on existing properties, but the partnership is looking to roll out new hotels in major music hubs such as New York, Los Angeles, Melbourne and Berlin.
John Spence, founder and chairman of Karma Group, said: "I am delighted that there will soon be a Karma sign above a hotel in London's West End. Extremely few companies in our sector have been able to own or operate city-centre destinations and to have one in arguably the most prestigious square mile of any city in the world is a perfect complement to our philosophy of providing top shelf experiences for our members in the world's best locations."
Mark Fuller, chief executive of the Sanctum Hospitality Group, added: "This is a really great move for us and we're delighted to be partnering with John and his team. We share the same vision; creating a unique luxury travel experience with a twist of rock. We're making changes to the London hotel and have secured several sites internationally. We're all investing a lot into this merge and are excited for the future."
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