If you know London’s Denmark Street there’s probably a musical connection. This West End street is where numerous musical publishers were headquartered, and where rock weeklies like Melody Maker and NME got their start. Later, it filled in with recording studios and guitar shops, as well as bars and cafés frequented by David Bowie and Jimi Hendrix, among others; the Stones recorded their first album here, and Elton John and Bernie Taupin wrote some of their best-known songs in an office on Denmark Street. So if you expect Chateau Denmark to make something of this rock-and-roll heritage, you’re not at all wrong.
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The hotel itself is no ordinary, self-contained, corridor-lined grid; instead, the rooms occupy the historical Chateau Denmark building and the apartments are spread across no fewer than 16 buildings along Denmark Street, from historic residential buildings to the ultra-modern Now Building. Every one is different, and lavishly themed; there’s an over-the-top Victorian vibe to many of them, albeit a dark and moody one, and some feature more overt rock-and-roll references — and, yes, you can stay in the very same mews house where the Sex Pistols once lived, around the back side of No. 6 Denmark Street.
Safe to say the whole production is quite a lot more luxurious than it was in Johnny Rotten’s day. It’s all a collaboration between Outernet London, a multifarious media and entertainment concern, and high-end hospitality veteran Carrie Wicks — whose involvement ought to reassure you that however unusual the Chateau Denmark concept may be, you can expect proper comforts, proper service, and an experience that you won’t soon forget.