Rooms with a View

CHECKING INTO BELGRAVES

FANFAIR

Despite being all hustle and bustle by day, by night London's Belgravia is no fun. It's like a crack in the pavement— you avoid it. Until now, that is—because Jason Pomeranc, co-owner of Thompson Hotels, has arrived in the rather grown-up, chichi neighborhood. In a joint venture with the Harilela Group, Pomeranc has just opened Belgraves, in a landmark mid-20thcentury tower covered in angular bay windows. Like a spotty teenager among supermodels, the building has unfortunate looks that are exacerbated by its placement amid some of London's grandest houses and prettiest streets. But Pomeranc was undeterred by the exterior aesthetic: "I've always believed if something's ugly enough, there's beauty within."

Thompson Hotels, now encompassing 13 properties, started 10 years ago with 60 Thompson, in New York City, but Belgraves is the group's first foray into European territory. Fittingly, a British designer, Tara Bernerd, was picked for the project. The girl-about-the-globe daughter of real-estate tycoon Elliott Bernerd has worked on a series of high-profile projects ranging from apartments in Hong Kong to chalets in Switzerland, with the odd yacht along the way. "Tara gets our brand and the psychology of our guests," explains Pomeranc.

The hotel's 85 guest rooms have been designed in Bernerd's signature mannish style. "I call it rough luxury," she says of the mixture of leather, velvet, deep colors, and exposed brick. The ground level has been extended with glass boxes to bring light into the lobby and adjacent restaurant, created by restaurateur Mark Hix. In Bernerd and Hix, Pomeranc has recruited two of London's Pied Pipers; you can expect their loyal art, fashion, and music crowd to follow and set up camp in Belgraves's heated cigar garden.

"A lot of inspiration for the New York properties came from my experiences in London," says Pomeranc. "Now we're bringing a touch of American spirit to a British location."

ALICE B-B