Starwood to launch new quirky hotel brand in London

US private investment company, Starwood Capital has chosen London for the launch of its new Treehouse Hotel brand.

The brand-new concept is set to open opposite the BBC headquarters in central London later this year.

The 95-bed Treehouse Hotel London will feature a penthouse restaurant and rooftop bar with 360-degree views. The restaurant and bar will be operated by the LA-based Madera Group.

The company said the brand was created from, '...the wondrous feeling we each had as kids climbing into a treehouse and making our own clubhouse rules. It's about friendship, community and shared secrets.

'Inspiring, boho and nostalgic, you'll find surprisingly intimate spaces, simple toys, books, nooks, games…and a bit of magic...a hotel which doesn’t take itself too seriously.'

Barry Sternlicht, chairman and chief executive, said, “It’s really exciting to showcase our first property in one of the great travel markets in the world, London.

'I believe this Treehouse, with its truly sensational rooftop lounge and bar, will fill a void in the London marketplace which is missing a hotel that revels in the fun of it all and doesn’t take itself too seriously.”

Treehouse Hotel London will be the first of a planned global roll-out of the hotel brand.