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February 10, 2012

St. Ermin’s Hotel in London Completely Revivified

By Pardhasaradhi Gonuguntla

London, United Kingdom – Reported by Elite Traveler, the private jet lifestyle magazine

Recently renovated to the tune of $80 million, St. Ermin’s Hotel has been infused not just with an aesthetic overhaul, but a “spiritual” one as well, as Jon Cummins, COO of Amerimar Enterprises, the hotel’s new owner, explains. Taking over the historic hotel (it resides in a listed heritage building) that had very much lost its luster, Amerimar has nurtured it to its former glory, elevating the service and styling the interior design in a subtly eclectic way that really speaks to the modern traveler.

Purchasing the property in May 2010, Amerimar brought in Dayna Lee of Los Angeles to give the interiors a real lift, and the results are stunning. The new St. Ermin’s respects its heritage, but touts the touch of flair that does justice to the kind of city London is today: A world crossroads—with vast international influence—that’s officially taking center stage in 2012 (Olympics, Diamond Jubilee and so much more). The integrity of the grand Victorian architecture, both theatrical and graceful, has been maintained, while thoughtful and flawlessly integrated contemporary design elements make for a happy marriage of new and old, tradition and innovation.

Despite having 330 rooms, the hotel somehow pulls off a boutique feel, a certain intimacy, partly because the building was originally conceived as mansion flats, but also because the service is that good; a touch less formal than traditional British service (you’ll find more smiles than stiff upper lips) and really on point. Everything in the rooms, from the beds to the draperies, is bespoke—custom-designed with the hotel’s new ethos in mind, and the overall vibe is one of a beautiful old city estate, adorned with finds from one’s travels—warm and inviting, yet very grand.

It’s hard to keep track of all the new hotels and renovations that are popping up in London this year, but this makeover is certainly one to take note of, and St. Ermin’s a real contender on the city’s luxury hotel scene.

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