The Sanctum Soho–the hotel touted as being “owned by Iron Maiden,” although that title actually goes to the band’s assisting manager–has opened, and a New York Times writer headed in to see if the claims of it being “a celebration of edgy glamour and individuality” were really true. You can probably guess what the answer to that question is (especially if you look at the picture at left), although you may be surprised to know that the hotel’s real crime is its chintzy feel.

But the real problem is that the hotel looks cheap. Maybe it was the diamante-studded door handles or the custard and rhubarb walls, the copper booths and red velvet chairs in Sanctum’s No. 20 Bar and Restaurant that had me thinking, “Two years of remodeling and this is rock-star luxury?” Some of the suites have white or black Rococo-inspired furniture that appears plastic, uninviting and uncomfortable. Other suites, most costing upwards of £350 per night, are dressed in gaudy mirror tiles and windows covered with curlicue decals for privacy. All the bathrooms, however, are superbly appointed: sleek black tiles, soft lighting, Miller Harris toiletries and rainforest shower heads.

Well, times are tough in the music business. And at least there’s something of a steal to be had in these tough times:

Curiously, one of the most successful things about the hotel are the Crash Pad rooms, slightly larger than a king-size bed with New York-style wet rooms. They’re cleverly designed and, at £175 a night, affordable for London.

That’s $263 a night, just so you know. And it’s also £25 more than the nightly rate quoted when this hotel was first announced.


Now Booking | Sanctum Hotel London [The Moment]
Earlier: Iron Maiden’s “Sexy” Hotel: Turndown Service By Eddie Presumably Not Included