Young London influencers behind relaunch of Trafalgar St James hotel

Young London influencers behind relaunch of Trafalgar St James hotel

The only hotel in Trafalgar Square is undergoing a multi-million-pound renovation — and is aiming to become a “hotel for Londoners.”

The Trafalgar boasts the most central address of any hotel and has traditionally been a magnet for tourists drawn by its rooftop views of Nelson’s Column and the National Gallery.

It is relaunching as the Trafalgar St James in early October, and has appointed a “peer panel” of influential young Londoners to advise on what people want.

The panel comprises model and celebrity agent Katie Atkin, music promoter Claire Hagen, dating columnist Dolly Alderton, lifestyle blogger Lucy Freedman, DJ Doug Marshall, celebrity “connector” Amy Sturgis, wealth manager Charlie Tee and menswear blogger Matthew Zorpas. They have advised on everything from furnishings to power points and menus during the refurbishment, which has seen the hotel expand to 131 rooms.

General manager Joanne Taylor-Stagg said the aim was to make the hotel a place where people who live and work in London want to be, as well as a destination for visitors from overseas. “We want people to rediscover the joys of their own city and reclaim the St James area from pigeons and tourists,” she added.

“When I first came here I thought it was all government departments and consulates but there’s so many different companies now — and you’re seeing the cool, young, hip crowd coming in. 

“Plus if one person lives in east London and the other south, then it’s a great location to meet.” The building was once home to Cunard Steamship Company and news of the Titanic sinking was broken in the boardroom.

The boardroom was used in Bond film Dr No and The Ipcress File starring Michael Caine, while the rooftop appears in Edge Of Tomorrow, starring Tom Cruise and Emily Blunt. Guests have included Cruise and Blunt plus Jenson Button, Cuba Gooding Jr, Nicole Scherzinger and Ellie Goulding.

As part of the renovation, the rooftop bar has been expanded and turned into an all-year venue, while the downstairs private lounge Biblio will host music performances and cultural events.  Freedman, founder of lifestyle blog Lucy Will Show You, said: “One of my favourite ideas I presented was to have ‘guest curators’ offer our own 24 or 48 hours in London experiences, whether you’re a family of four, young couple or perhaps visiting your grown-up children.

Tee said: “I think London-focused art, film and books in the hotel will help to reignite Londoners’ passion for the city, reminding us what’s on offer on our doorstep.”

THE PEER PANEL

1. Matthew Zorpas: The UK’s number-one menswear fashion and lifestyle blogger, also an ambassador for Coach and other luxury lifestyle brands.

2. Lucy Freedman: London and Paris-based creative consultant and founder of travel and lifestyle blog Lucy Will Show You.

3. Charlie Tee: Wealth manager and all-round “man about town” who trained as a chef under Marcus Wareing. 

4. Claire Hagen: One of the UK’s leading music agents and promoters, official events partner for YPlan and “tastemaker” for Time Out.

5. Doug Marshall DJ at some of London’s most successful clubs and parties, who has performed with Mark Ronson, Diplo, Disclosure, Pete Tong and Ed Sheeran.  

6. Katie Atkin: Head of MiLK Management‘s artists and celebrity division, representing talent including Lottie Moss and Jessie J. She also sits on the panel of Asia’s Next Top Model. 

7. Amy Sturgis: Leading London-based celebrity “connector”, whose clients include Suki and Immy Waterhouse, Millie Mackintosh and Victoria’s Secret model Lily Donaldson.

8. Dolly Alderton: Award-winning dating columnist and co-host of The PanDolly Podcast, as well as being a TV director.