THE BIRCH
IT IS EASY TO INTRODUCE The Birch as you would for any luxury new hotel launch, it’s a 140-bedroom converted Georgian Mansion, set in Theobalds 55-acre Estate, Hertfordshire, just 30 minutes from London’s Liverpool Street Station. However, this is where the comparison ends, as The Birch is not like any other hotel, it’s a totally new concept - I expect you’re either going to love it or hate it.
Even the name, Birch (handle.silk.comet), takes on an innovative approach - as the first British brand to use new location technology, what3words, an app which enables people around the world to share precise locations, with every 3 metres square having a unique combination of three words.
The brainchild behind it is Chris Penn, former Managing Director of , recently the highest-placed hospitality operator on the CoolBrands
