How to Create a Ruinart Hotel

Ruinart was established in 1729 and is now the oldest Champagne House in the world. So of course when Polar Black Events came to us with a Ruinart brief it was fittingly innovative and intriguing.

Importantly they wanted a unique venue, hence why they came to JJ. The brief was to find a house that Ruinart could turn into a ‘one-bed hotel’ named ‘Ruinart 1729′. The location had to align with the Ruinart brand and story.




Our locations guru Katy was on hand to make their concept a reality:

The house needed to be in a location ‘iconicly London’ and so Primrose Hill was perfect. The house is on a corner plot of a very picturesque square in the heart of the area. Good transport links also essential as many guests flew in especially for the experience.

The house itself needed multiple levels and rooms in order to create a journey and also accommodate one guest and their friends for dinner, it also needed a great kitchen for their chef to create bespoke meals and a separate level for the live-in butler. This house has 4 levels.

We started the searching for the perfect property in January and looked at three different options before confirming the space. The contracts were signed in April and the installation began in June with the Hotel open for two weeks in July.


The Installation

It was incredible. The house is stunning in its own right, and the brief was to find a house that was already of high spec design. Polar Black completely transformed it. A full art and lighting installation was installed in the basement and garden and the master bedrooms were painted a dark blue, Soho Home designed all the living spaces.

Hingston Design is behind iconic design concepts and art direction including David Bowie’s music promos and album artwork. They curated a bespoke space that interpreted the House of Ruinart and brought it to Primrose Hill. The basement level was turned into the Ruinart cellar with an installation of rocks hanging from the ceiling and a bespoke dining table with ‘ancient’ cave graffiti.




Finally, we asked Katy what her favourite hotel (aside from Ruinart 1729) was: It has to be the St Pancras Hotel. That staircase is absolutely stunning (and amazing cocktails).


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