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NY-style hotels of the rich and famous come to London

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Denton Corker Marshall has scooped an illustrious job to design a new venture for Ian Schrager Hotels, the swanky us chain set to build in Europe for the first time.

The hotel chain, which always employs Philippe Starck to sketch original proposals before passing them on to other architects, is famous for a flashy range of hotels in New York - including the Morgans, Paramount and Royalton - frequented by pop stars and actors. Outside ny City the brand has extended to Miami with the Delano, and Los Angeles with the Mondrian, but now is seeking to capitalise on London's tourist boom, and 'Cool Britannia', with two ventures in the capital.

Denton Corker Marshall's growing London contingent will design the transformation of the Grade II-listed Sanderson building on Berners Street in Fitzrovia (the firm won the job on the recommendation of John Pawson). The international hotel is set to rival others in the same 'style' field such as the Hempel and the Metropolitan. On the back of the job, dcm hopes to raise its London profile by recruiting three extra staff to lift its workforce to 15.

Harper Mackay, which was originally to have carried out Starck's designs, is now in charge of the planning end of the Sanderson scheme and is also working on the other London job for Schrager at the old Lumiere cinema on St Martin's Lane. The practice was selected by interview to execute Starck's designs on a 200-bed hotel in the old Seifert-designed building where guests will be able to change the atmosphere of their rooms to suit their needs.

Schrager Hotels' 171-room Royalton in New York was completed by Gruzen Samton Steinglass/Philippe Starck in 1989, complete with a 90m-long lobby and luxurious finishes throughout. The Paramount Hotel, completed in 1992 by Haigh Space Architects/ Philippe Starck in a 1927 building has 610 rooms, with a showpiece lobby, a second-floor mezzanine and 'ironic' touches throughout, charges a quarter of the price of the Royalton.

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