The new and independent brand is set across 16 buildings, with 55 Session Rooms and Apartments, with each distinct design narrative reflecting each building's history while dialling into the rebellious spirit of Soho.

As a wholly unique design intent, the rooms have four distinct narratives, best described as a symbolic journey through Denmark Street's prolific days. Vintage Gothic captures a particular charm and presents dramatic intrigue, while timeless grandeur offers an opulent and indulgent Victorian-era aesthetic. Modern psychedelia brings 60s and 70s London to life through texture, finishes and striking palettes. 

To realise Taylor Howes' exceptional vision for the luxury boutique hotel, the design team at Northern Lights had to conceptualise a collection of bespoke industrial lighting that would perfectly complement the Vintage Gothic aesthetic set in place by the London-based interior design collective. The vivid colour palettes in each room require the accompaniment of bold lighting designs that cut through the darkness and highlight some of the outlandish decors on show.

The Flitcroft Apartments feature an elaborate centrally positioned Willis & Gambier four-poster bed with intricate hand carvings opposite a grand stone fireplace and dark wood panelling. Our gorgeously detailed wall sconces illuminate the moody environment on either side of the bed. One of the quickest ways for our artisans to evoke an industrial aesthetic through lighting is to age the metal by skilfully finishing it. The old english brass finish on the lamp's body effortlessly highlights every intricacy of the casting, which has been designed and hand modelled to represent wings. The Victorian-inspired fixture is held in place by a cast brass wall plate that blends beautifully with the dark walnut panelling.

Located in some of the buildings that helped change the course of the British music scene multiple times over the years, the Townhouse Apartments are a series of iconic blue plaque townhouses that have played host to the likes of David Bowie, Vince Taylor, Lou Reed, Chrissie Hynde, Vivienne Westwood and countless more. Show-stopping Victorian-inspired baths complement the immersive cherry-red backdrop of the interior, all haloed by our light brass industrial pendants. The toughened glass 'shard' panels have been delicately finished with a smoke colouration that diffuses the light to retain the darkly vibrant atmosphere. Laser-cut 'meat hooks' secure the brass chain links draped between the pendants. The same fixtures can also be found in the Clifton Apartments.

Housed in the Now Building on Denmark Place and inspired by punk culture, the Superior Session rooms capture the neighbourhood and district's raw, unrivalled energy. Placing guests at the centre of everything, Superior rooms feature a gold-trimmed black and white graffitied signature bed as the statement piece. The most industrially styled of our fittings are located on either side of the bed. The blackened steel pipework wall sconces have been fitted with decorative stop taps for authenticity. An exposed filament bulb provides a bright aura that shines warmly against the dark walnut panelling.