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As we told you last week, St. Ermin's Hotel in London is Accor Hotel's first UK property belonging to its revamped MGallery Collection. At the opening, a new logo - a stylized M with "Memorable Hotels by Accor" beneath - was introduced.
The new logo is a big improvement from its predecessor , which took the "M" that we know from Mercure, Accor's mid-market brand. The new "M" fits the upscale segment and focus on individuality and design much better in our opinion.
Positioned as they are as memorable hotels, each MGallery property offers a distinct "Memorable Moment", like learning about Balinese art and cuisine at The Royal Beach Hotel Seminyak or touring Prague in a classic car at the Hotel Century Old Town. Memorable moments can be arranged through the concierge at each property with 24 hour notice; rates vary based on the experience and the number of people participating.
On Friday we asked you to guess the hotel that looked like a Kimpton but isn't and only one of you dared to try. Alas, lsuguy101 it is not the Avo Hotel but rather, St. Ermin's Hotel--the first MGallery hotel in the UK from Accor Hotels. HotelChatter was able to attend the hotel's official re-opening the other week so today we have a full room tour for you. But watch out for more details on what we saw at the hotel and learned about MGallery soon.
Originally built as mansion flats (that's apartments for American folks) in the 19th century, the St. Ermin's Hotel Westminster is a grade-II listed Victorian landmark located a few minutes from St. James's Park, in the political heart of London.
Parliament is only seven minutes away (more on why that is relevant later) and New Scotland Yard is just across the street. Victoria station, one of London's transport hubs, is within walking distance, but if you can't bear the five minute stroll, St. James's tube brings you pretty much to the front door.
Having completed a top-to-bottom renovation, the St. Ermin's reopened its doors officially earlier this month. At the same time, Accor unveiled a new logo and brand identity for their MGallery Collection, of which St. Ermin's is the first UK property.
We got curious when fashionable Aussie blogger Karen Cheng said that the Accor Hotels people were sending her to stay at the "brand new" Grand Hotel by Sofitel on Spencer Street in Melbourne--we didn't think it was new. But a quick investigation soon found that in some ways, it is a bit new: it's just joined the exclusive MGallery hotel collection.
As far as we can figure out, the whole MGallery thing is meant to be a fancy version of the Mercure brand, hence the "M". To kick off the collection Accor have chosen eight hotels from their Sofitel and Grand Hotel Mercure chains to become MGallery hotels, and the Grand in Melbourne is one of them. Get it? So it's new, but not new.