Cambridge House, Auberge Collection, A Defining New Landmark in the Heart of London - is Now Accepting Reservations

One of the city's most storied addresses reawakens, marking Auberge Collection's London debut.

London, UK (15 September 2026) - Reuben Brothers and Auberge Collection, the award-winning portfolio of one-of-a-kind luxury hotels, resorts, and residences, is pleased to announce that Cambridge House, Auberge Collection is now accepting bookings ahead of its 1st February 2027 opening.

Cambridge House, Auberge Collection, the centuries old landmark which has welcomed tastemakers and world shapers throughout its illustrious history, is set to become London's most vibrant, experience-driven luxury hotel. Building on this historic legacy and as part of Reuben Brothers' visionary £1 billion regeneration of 1.3 prime acres of the Piccadilly Estate, the house has been meticulously restored and thoughtfully reinvented, reflecting Reuben Brothers commitment to preserving its character, craftsmanship and heritage. Cambridge House, Auberge Collection will introduce the award-winning hospitality brand's experiential luxury, highly personal service, destination dining offering and a flagship Wellbeing by Auberge destination to the global capital. The imaginative revival of this historic property at 94 Piccadilly - the former 'In & Out' Naval and Military Club - aims to capture the true spirit of London to provide a captivating new Mayfair destination for Londoners and international visitors alike.

"The launch of Cambridge House marks a defining moment in Auberge Collection's exciting urban growth and global expansion," said Christian Clerc, President and CEO of Auberge Collection. "We are proud to introduce this extraordinary London property to our portfolio, offering travellers and locals alike a vibrant and soulful destination defined by our one-of-a-kind approach."

Poised between the serenity of Green Park and vibrant Shepherd Market, the 102-room hotel and residences will be both retreat and social hub. Classically English yet drawing on the eclectic influences that define Great Britain today, it will appeal as much by day as by night. Their debut hotel in the UK, two leading designers will bring the property's intriguing duality to life: Jean-Louis Deniot overseeing the transformation of the hotel and its guest spaces, and Laura Gonzalez designing the signature bar, industry-leading wellbeing facilities and a members club, which is due to open later in 2027.

Encompassing several historic properties, the Georgian mansion at the heart of the hotel is a London icon - a gracious, Grade I-listed, Palladian-style home commissioned by the 2nd Earl of Egremont in 1756, and home to the most illustrious families of the Georgian era, including its namesake, The Duke of Cambridge. It has served as both a noble townhouse and clubhouse, built to entertain the political and social elite of the age, from hosting Queen Victoria to serving as Lord Palmerston's proxy of 10 Downing Street as Prime Minister. Its renown grew further as the home of the 'In & Out' Naval and Military Club from 1865 to 1999.

The culinary centrepiece of Cambridge House, Auberge Collection will be Major's, a new restaurant from Major Food Group, the renowned hospitality innovators behind CARBONE, Torrisi, ZZ's Club, and a host of other industry-defining concepts across the globe. At Major's, for the first time, MFG will bring its mastery of the American chophouse into conversation with the storied traditions of the London grill. Set within the majesty of Cambridge House's restored Georgian ballroom and jasmine-fringed courtyard, the restaurant aims to join the ranks of Mayfair's most essential rooms.

Every detail of Major's has been carefully considered, beginning with a menu that celebrates exceptional British ingredients and the farmers, fishermen, foragers and hunters behind them. The experience unfolds with an irresistible sense of ceremony and energy, as guests indulge in abundant seafood towers, formal caviar service and a signature offering of fine meat, fish and game. British makers have been enlisted to create bespoke elements throughout - from an array of china to trolleys designed for carving spit-roasted Prime Rib and other tableside gestures. At the bar, an extensive drinks list will feature no fewer than 10 takes on the martini, complemented by a wine programme drawing on one of London's most formidable cellars.

Inspired by Britain's healing lore and informed by its Roman bathhouses, the hotel will introduce Auberge's holistic wellbeing offering to London across an expansive three-floor space. Extensive hydrotherapy facilities, a heated swimming pool and six treatment rooms will be complemented by a circular relaxation lounge, with a fire pit set at its centre. The gym, immersive studios, wet and heat rooms and the bathhouse will all encourage an element of social connection integral to Auberge Collection's Joy of Wellbeing ethos.

As a new social centre, the hotel will feature event spaces suited to every occasion. Channelling the Georgian era's opulence, the property's restaurants, bars and private rooms can accommodate events of every size and concept.

"We are thrilled to open reservations for Cambridge House, Auberge Collection," said Etienne Haro, Managing Director. "This is a real milestone for our team, and we eagerly anticipate welcoming our first guests from February to discover the warmth, character and distinctive spirit that make this storied London landmark truly exceptional."

A spokesperson for Reuben Brothers said, "Our vision for the Piccadilly Estate is to preserve what makes this part of London so special, while giving it a renewed sense of purpose. Cambridge House is an exceptional piece of London's heritage, and its restoration has been approached with the care and respect that such a building deserves. We have sought to retain the character and integrity of the house while bringing a fresh perspective to the way it can be experienced today. Jean-Louis Deniot and Laura Gonzalez have each brought their distinctive design perspective, expertise, and sensitivity to the project, creating spaces that feel both timeless and rooted in their setting. Auberge Collection will complete that vision by bringing Cambridge House to life through its highly personal and curated approach to hospitality. For us, this is about more than restoring an important building. It is about giving Cambridge House a new chapter, one that respects its past, embraces its future and ensures that it remains an important part of London for generations to come."

The opening comes at an exciting time of thoughtful and strategic expansion for Auberge Collection. In 2025, the brand opened Collegio alla Querce, Auberge Collection in Florence, Italy and The Woodward, Auberge Collection in the heart of Geneva. The properties join two existing Auberge properties in Europe, Domaine des Etangs, Auberge Collection in France and Grace Hotel, Auberge Collection in Santorini, Greece. Auberge Collection will also open The Knox, Auberge Collection in Dallas, Texas in 2027. Earlier this year, the brand launched Auberge Safari, comprising nine extraordinary properties across Tanzania's most iconic wildlife locales.

Rates start at £1250, on a room only basis, reservations are now available from 1st April 2027. For more information, please visit auberge.com/cambridgehouse.

About Cambridge House, Auberge Collection
Launching in early 2027, Cambridge House, Auberge Collection is a new Mayfair destination for Londoners and international visitors alike. The 102-suite hotel and its city-leading amenities will be housed in the historic Georgian mansion at 94 Piccadilly - host to royalty and world shapers since 1756 and home to the legendary 'In and Out' Club for more than a century. Reinstating this storied address as the epicentre of London's social scene, Major's with its ballroom setting and jasmine-fringed courtyard will form the centrepiece of an extraordinary culinary offering by Major Food Group and Auberge Collection. Guests will discover the capital's most exciting bars, dining, and event spaces, as well as a three-level spa featuring a swimming pool and extensive hydrotherapy facilities. A landmark onsite members club will launch later in 2027.

Connect with Cambridge House, Auberge Collection on Instagram and Facebook @CambridgeHouseAuberge and #AlwaysAuberge

About Auberge Collection
Auberge Collection is a portfolio of extraordinary hotels, resorts, safaris, residences, and private clubs. While each property is unique, all share a crafted approach to luxury and bring the soul of the locale to life through captivating design, exceptional cuisine, innovative wellbeing, and gracious yet unobtrusive service. With 39 one-of-a-kind hotels, resorts, safaris, and residences, Auberge invites guests to create unforgettable stories in some of the world's most desirable destinations. For more information: auberge.com

Connect with Auberge Collection on Instagram, TikTok, Facebook, and LinkedIn @Auberge and #AlwaysAuberge

About Reuben Brothers

Reuben Brothers is a global leader in real estate investment, development, private equity, debt financing, and venture capital. Over the past twenty-five years, the business has built a world-class portfolio of properties in the most sought-after markets across the United Kingdom, United States, and Europe. The Group's extensive real estate holdings are diversified, spanning residential, office, retail, hotel, and infrastructure assets worldwide. Key investments include Cambridge House, Admiralty Arch, The Twenty Two, and Burlington Arcade in Mayfair; The Surrey, A Corinthia Hotel, and The Twenty Two in New York; W South Beach in Miami; The Vineta in Palm Beach; Century Plaza in Los Angeles; Hotel La Palma in Capri; Esencia in Puerto Rico; and KYU Restaurant Group. Ancillary businesses include London Oxford Airport, Arena Racing Company, and Newcastle United Football Club. The philanthropic arm, Reuben Foundation, was formed in 2002 and makes essential contributions to the advancement of healthcare and education globally, as well as the arts.

reubenbrothers.com - reubenfoundation.com

About The Friedkin Group
The Friedkin Group is a privately held family of global brands spanning automotive, entertainment, hospitality, investments, and sports. Founded in 1969 and headquartered in Houston, Texas, the company is led by Chief Executive Dan Friedkin, and united by a mission to build breakthrough brands that redefine the status quo. The Friedkin Group portfolio includes Gulf States Toyota, 30WEST, Accelerated Solutions Group, AS Roma, Ascent Automotive Group, Auberge Collection, Congaree, Copilot Capital, Diamond Creek, Everton Football Club, GSFSGroup, Imperative Entertainment, Legendary Expeditions, NEON, Northside Lexus, Pursuit Sports, The Friedkin Group International, USAL and Westside Lexus.

For more information: friedkin.com

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