Auberge Resorts Collection will launch its first UK property and destination spa in Mayfair, London, in 2025, following a deal with UK-based global private investment group Reuben Brothers.

The 102-room hotel – called Cambridge House, Auberge Resorts Collection – will be crowned with a signature Auberge Spa and offer both an urban retreat and social hub. Inspired by Britain’s healing traditions and the architecture of Roman bathhouses, the hotel’s double-level spa will introduce Auberge Resorts' take on holistic wellness offerings to London.

The spa will feature an extensive hydrotherapy facilities, two heated swimming pools and seven treatment rooms, complemented by a circular relaxation lounge centred around a fire pit.

The spa’s design will encourage social interaction, incorporating a gym, activity studios, wet zones, heat rooms and a bathhouse, all promoting community connection as a core aspect of its wellness philosophy.

The hotel will also house a private members’ club, diverse dining venues and event spaces.

Grand plans for transformation

Cambridge House, Auberge Resorts Collection is part of Reuben Brothers’ £1 billion (US$1.3 billion, €1.2 billion) regeneration of 1.3 acres of the Piccadilly Estate. The group acquired the property and the six adjacent buildings in 2011 for £130 million (US$167.9 million, €154.2 million).

Encompassing several historic properties, it is the Georgian mansion at the heart of the hotel that is a London icon – the Grade 1-listed townhouse commissioned by the 2nd Earl of Egremont in 1756. Built to entertain the political and social elite of the age, the property has hosted royalty and prime ministers and served as the Naval and Military ‘In and Out’ Club from 1865 to 1999.

The Auberge Resorts hotel will be realised following a sensitive overhaul of the existing building by designers Jean-Louis Deniot and Laura Gonzalez. Deniot will oversee the overall transformation of the hotel, while Gonzalez will design the members’ club’s bars, dining venues, spa, and nine members-only rooms.

“Reuben Brothers’ vision for Cambridge House is incredibly inspiring and we’re honoured to have been chosen to usher this uniquely British property into its next chapter as a luxury hotel,” said Dan Friedkin, chair of Auberge Resorts. “Adding such an iconic Mayfair destination to our growing portfolio is also an exciting step forward in our focused expansion into Europe.”

Jamie Reuben, Reuben Brothers principal, said: “Cambridge House is one of the most exciting projects my family and I have ever brought to fruition. Our vision for this special property is not just to offer a new destination, but a new level of hospitality and something that London has not seen before.”

Reuben Brothers has recently garnered attention in the wellness industry for its involvement in Fountain Life's upcoming longevity project in Los Angeles, learn more here.

Growing footprintWith 28 hotels and resorts in its portfolio, Auberge Resorts is a collection of hotels, resorts, residences and private clubs spread throughout Europe, North America, Mexico, the Caribbean and Central America.

The operator's entry into the UK market marks an exciting phase of Auberge Resorts' expansion into urban and European locations. Later this year, Auberge will open Collegio alla Querce, Auberge Resorts Collection, in Florence, Italy, joining existing properties in France and Greece.

Additional urban locations in Miami Beach, Dallas and San Francisco are also on the horizon.

About Reuben Brothers

Reuben Brothers specialises in real estate investment and development, private equity, debt financing and venture capital. Over the past 25 years, the business has built an international portfolio of properties across the UK, US and Europe. The group’s real estate holdings encompass residential, office, retail, hotel and infrastructure properties.

Key investments include Admiralty Arch in London, Hotel La Palma in Capri, The Surrey, A Corinthia Hotel in New York and Century Plaza in Los Angeles, among others.

The philanthropic arm, Reuben Foundation, was formed in 2002 and makes contributions to the advancement of healthcare and education globally, as well as the arts.