Where Nature Meets Luxury: A Conversation with Anne Rogers, Founder of Culture A 11 April 2025

Where Nature Meets Luxury: A Conversation with Anne Rogers, Founder of Culture A

At the heart of Montcalm Mayfair’s design story is a careful balance between heritage and modernity—between the enduring elegance of its Georgian roots and the quiet sophistication of contemporary luxury. We sat down with Anne Rogers, Founder of Culture A and lead creative on the project, to explore the vision, collaborations, and artistic direction that shaped the hotel.

What was the core vision behind Montcalm Mayfair’s design?

The goal was to create a hotel that seamlessly blends its rich historical heritage with a modern, narrative-led approach to design—something we define as ‘sensitive luxury’. That meant preserving key features, such as the Grade II-listed Georgian façade, while introducing new, thoughtful elements that bring a contemporary refinement and deeper storytelling.

A central element of the design is The Garden: Where Nature Meets Luxury. This concept is a tribute to the site’s ancient forest origins and its Georgian garden heritage. It weaves through the interiors, the art, and the guest experience, creating a narrative that speaks of history, nature, and renewal. Despite Montcalm Mayfair being situated in the heart of bustling central London, the building stands on what was once an ancient forest. Honouring that heritage is at the core of the refurbishment process, with the design paying tribute to the original natural surroundings and embedding a sense of nature throughout the hotel.

This botanical theme is also central to the Montcalm Collection’s broader sustainability efforts. The brand has committed to making every hotel B-Corp certified by 2026, ensuring that each property not only delivers luxury but also operates responsibly with a strong focus on environmental and social impact. Through thoughtful design choices, sustainable materials, and ethical practices, the hotel reflects Montcalm Mayfair’s dedication to a greener, more sustainable future.

How does the theme of ‘The Garden’ influence the creative direction?

The Garden unfolds in three distinct but connected layers of interpretation:

• The Art of Play – This layer is inspired by the playful, meandering nature of Georgian garden design. It reflects the rhythms and cycles of nature, inviting a sense of discovery and curiosity. Guests are encouraged to interact with their surroundings, experiencing nature in ways that engage both their senses and imaginations.
• A Conversation Piece – Drawing from Georgian-era portraiture and domestic garden scenes, this layer reinterprets those intimate moments through a modern, artistic lens. It creates a sense of continuity between the past and present, using art to bridge time and space.
• The Salon – This nod to the intellectual gatherings of the Georgian period, such as Elizabeth Montagu’s Blue Stockings Society, is designed as a space for creativity, dialogue, and exchange—a core value of Montcalm Mayfair. It encourages interaction, conversation, and collaboration, much like the salons that celebrated knowledge and culture centuries ago.

These ideas are reflected not only in the interiors but also in the textures, colours, and even the way light moves through the building. The design subtly encourages guests to immerse themselves in an environment that is both calming and intellectually stimulating, offering moments of serenity and reflection.

How did the collaboration with Holland Harvey shape the hotel’s transformation?

Holland Harvey’s work was vital in bringing the vision to life. Their sensitive restoration of the original façade ensures the hotel honours its architectural history, while the addition of floor-to-ceiling glazing introduces a new kind of openness. This openness allows natural light to flood in, creating moments of stillness and clarity throughout the day—an important part of the overall experience. By bringing the outside in and offering views of the lush greenery that surrounds the property, the architecture enhances the connection between nature and luxury.

Their architectural approach mirrors the hotel’s values: rooted in heritage but designed for today. The result is a seamless blend of old and new, where the elegance of the past meets the contemporary desire for light, space, and openness.

How did you approach the creation of the hotel’s art collection?

The art collection is an essential layer in the storytelling. We curated and commissioned over 800 works that speak to the themes of nature, narrative, and transformation—spanning antiques, emerging talent, and bespoke pieces. Every work was chosen or created to resonate with the hotel’s characters and the overarching Garden theme.

Highlights include a series of ‘sleep poems’ in the guest rooms—written by MFA students from Goldsmiths and illustrated by London artist Petra Börner—and a hand-painted ceiling mural in the private dining room by French artist Camille Rousseau, inspired by the noise of a flower in bloom. These moments of artistry add texture and meaning to the guest journey, offering them opportunities to pause and reflect. The art encourages a deeper connection to the themes of nature and renewal that are woven throughout the hotel.

How does the concept of ‘sensitive luxury’ manifest in the interiors?

‘Sensitive luxury’ is about restraint, intentionality, and craft. The interiors, led by Studio Est, use natural materials like oak, marble, and brass, and layer in handcrafted elements from social-impact makers. Furniture by Goldfinger Factory—made from naturally felled wood—and embroidered linen accessories from SEP Jordan reflect the commitment to design with conscience.

There’s no excess here—just beautiful, well-made things that tell a story and honour their origins. Every element is carefully chosen to evoke a sense of quiet, cultivated luxury, where sustainability and craftsmanship are as important as aesthetics. The materials are not just beautiful but also ethical, chosen with care to ensure longevity and minimal impact on the environment.

How does the design enhance the guest experience?

Montcalm Mayfair is meant to unfold like a narrative—to be explored rather than simply occupied. Guests are invited to slow down, to notice the details, and to feel connected to the space and its story.

Whether it’s a tactile textile, a moment of light through glass, or an artwork that sparks curiosity, the design enriches the guest experience in subtle and lasting ways. The interplay between natural light, artistic elements, and sustainable materials creates an atmosphere of calm and reflection, encouraging guests to take a breath, relax, and truly experience their surroundings.

By carefully considering every detail, the design ensures that every guest feels as though they are part of a larger narrative, immersed in a space that’s at once personal and timeless. This connection to nature, history, and creativity enhances the overall sense of luxury—one that is rooted in authenticity, sustainability, and the beauty of the natural world.