Visitors to The Garrison Club at Chelsea Barracks are greeted by the art-deco inspired lobby

Chelsea Barracks in Belgravia is one of the most spectacular luxury developments in the world. And at its heart is the semi-secret Garrison Club, a discreet private space where an all-star team of concierges look after their residents every need, as Anna Tyzack discovers

It’s a typical Belgravia street scene – majestic townhouses, gleaming black railings, sausage dogs, cyclists and shoppers. Yet behind the pale stone buildings of Chelsea Barracks is a secret organisation, working 24/7 to ensure the residents of London’s newest neighbourhood want for nothing. “Anything’s possible,” explains André Bremermann, general manager of Chelsea Barracks. “From private jets to movie screenings, from business meetings to introductions to prep schools – we have the relationships in place to make these things happen.”

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The Garrison Club is not dissimilar to the Society of the Crossed Keys in Wes Anderson’s 2014 film The Grand Budapest Hotel – it’s formed of leading concierge staff from five-star hotels, as well as prime developments such as One Hyde Park and 199 Knightsbridge. Never before has a service on this scale been available to an entire community – every resident in the 5-hectare Chelsea Barracks development is automatically a member. “What we’re doing here is unique,” Bremermann says. “Chelsea Barracks is not a gated community, it’s a new and exciting part of Belgravia – yet residents can enjoy the security and services of a five-star hotel.”

The Chelsea Barracks townhouses

An average Belgravia townhouse, according to luxury staffing agency, Greycoat Lumleys, has a staff of five or six; residents in 8 Whistler Square, which is just one building within Chelsea Barracks, have access to a team of more than 38 people. This is what makes The Garrison Club so ground-breaking, says Bremermann: residents enjoy the same freedom and anonymity as any Londoner yet with a powerful support network at their fingertips. “They can contact us via the Chelsea Barracks Residents app or on the phone,” he explains. “It’s the modern equivalent of bygone Belgravia when households had footmen, valets, butlers and housekeepers.” Indeed, there’s even a Garrison Club Rolls Royce parked up by the main entrance, ready to whisk residents to Harrods or anywhere else they want to go within a two-mile radius. “You see cars like this at the world’s finest hotels but never private residences,” Bremermann says.

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His team are well aware that true luxury is time – and this, he says, is The Garrison Club’s main consideration when responding to their members. Residents at 8 Whistler Square are greeted by the same faces each day, who will offer to help with their shopping, ask if there is anything they can organise, without ever being intrusive. “It’s about having the right presence and being intuitive enough to read people,”

Bremermann says, “Never a long conversation but always an acknowledgement.” The Garrison Club runs the communal parts of the development, which so far include a Technogym, Elemis spa and 20m pool, connected to the residences and townhouses via lifts and underground walkways. With the app, residents can book training rooms or a Pilates studio, or treatment suites in the Elemis spa. “We know leading personal trainers and beauty therapists and can put our members in touch with them,” Bremermann says.

Residents of the new townhouses at Chelsea Barracks are able to use the facilities of The Garrison Club, such as the spa and pool (above)

His team also runs the private cinema, which has tiered seating for 16, blankets and a popcorn and drinks bar, and the games room with private drinks cabinets for residents and a billiard table. “We can arrange food and drinks at any hour of the day,” he says. “We’ll get to know the residents and make sure we have what they want to hand.”

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The private business suite, with lounge area and two boardrooms, is a surprise hit with residents, who are opting to work from home rather than travel into the office. The Garrison Club staff are on hand to provide tea and coffee and help with the video conferencing and other technology. “If lunch is required, we can arrange for it to be delivered from Daylesford Organic up the road within an hour,” Bremermann says. “We enable our residents to be flexible – which is another luxury in today’s world.”

Residents can make use
of the business centre

For families, the fact that The Garrison Club has relationships with top private schools including Garden House and Eaton House is reassuring, as are its links with leading staffing agencies who can source nannies, housekeepers and drivers. The club can help organise events such as 21st birthdays and christening parties in the opulent Residents Lounge, which can be booked for a relaxed dinner for friends or larger celebrations. “Residents can bring their private chef or we can find them caterers,” Bremermann says. His team also has a close relationship with entertainers Sharky & George, who host some of London’s most elaborate children’s parties. “We can transform the Residents Lounge into a jungle with real crocodiles, Komodo dragons and meerkats as well as aerial acrobatics,” says George Whitefield, co-founder of Sharky & George. “Or an Alice in Wonderland UV disco with edible bubbles, karaoke and 60mph candyfloss.” Bremermann also anticipates helping organise private events in the communal pool and in the spas at the 13 newly completed townhouses, all of which have pools.

The Billiards Room at The Garrison Club

It’s The Garrison Club’s all-seeing eye that Bremermann expects residents will be most grateful for, though. Chelsea Barracks will evolve into a lively neighbourhood with cafés, an art gallery, restaurant and an NHS health centre, but the club’s job is to make sure its members are safe and secure at all times. “It seems free and open here but there are many discreet cameras and everybody working for The Garrison Club is also part of the security team,” Bremermann says. “We know who goes for a run every morning; we know who is familiar and who isn’t. We look after Chelsea Barracks like it’s our own home.” For residents with older children who are studying in London, this support is reassuring, he continues. “We’ve employed people who really care. This is our residents’ London home and it’s our job to make it feel that way.”

The residents’ lounge

As more townhouses and residences are complete, and more residents move into the neighbourhood, The Garrison Club will grow and evolve too, Bremermann says. “We’ll listen to the residents and react to their needs – even if eventually we have to use a golf buggy to respond to their calls.” He sees the moving-in process as a key part of The Garrison Club’s role – so far his colleagues have arranged state-of-the-art machinery to transport valuable artworks and pianos through upper-floor windows and have overseen snagging lists for overseas residents making internal changes to their properties. “There are always glitches when you move into a new home – we are here to smooth things out.”

The Garrison Club is causing quite a stir in Belgravia. One resident is investing in a residence in Chelsea Barracks in order to gain membership, while those who would previously have bought up the period townhouses on Eaton Square are opting for penthouses in the development. “I can see why they’re making that choice,” Bremermann says. “In Belgravia, you’re buying a legacy; at Chelsea Barracks you’re buying a legacy and also a lifestyle.”

For members only

A private jet to Paris
Garrison Club has links with VistaJet, and can also book you lunch at the Le Grand Véfour.

Supervise your shopping
Staff are on hand to receive deliveries and will unpack your groceries.

Plan your birthday party
Complete with private chef, professional tablescapes and entertainment for the little ones by Sharky & George.

Find you a dog walker
Or a leading personal trainer, beauty therapist, nutritionist. Or a hairdresser, to come to the private salon in the spa.

Find a school place
The club has links to leading local private schools and can also find you a nanny and baby-sitter while they’re at it.

Find out more: chelseabarracks.com

This story was originally published in the Spring 2020 Issue.

The entrance to the Moxy Hotel in Chelsea, NYC

President of Lightstone Mitchell Hochberg has put his stamp on New York with multiple real-estate developments, including luxury residences 130 William Street and 40 East End Avenue. In partnership with Marriott International, Lightstone are also developing lifestyle hotel brand Moxy, which has multiple properties spread across the US, Europe and Asia. LUX speaks to the entrepreneur about succeeding in a saturated market, New York real estate and working with the world’s biggest architects. 

President of Lightstone Mitchell Hochberg

LUX: Lightstone is one of the largest privately held real estate companies in the US with your focus mainly in New York City. How do you succeed in such a saturated market?
Mitchell Hochberg: We’ve been able to distinguish ourselves by staying true to two common threads – across each of the various real estate segments in which we develop, each of our projects is entirely unique and as well, features a strong design aesthetic.

For instance, with our Moxy hotels, we saw an opportunity to be the first to develop an affordable micro-room, macro-amenity lifestyle hotel in New York, defining a new category of hotels amidst a sea of luxury lifestyle and lacklustre select service properties.

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In each of our projects, we strategically partner with architects and designers who have a strong design aesthetic, allowing us to create buildings that are provocative but contextual with interiors that are functional yet memorable. With our first two Moxy Hotels, for example, we worked with Rockwell Group to design the restaurants, bars, and clubs and Yabu Pushelberg for the rooms – both known for their luxury projects and unconventional choices for an affordable product, but key to creating the well-designed environments that make our properties special.

In the condominium space, we’ve partnered with two leading architects to design 130 William and 40 East End Avenue. At 130 William, we worked with world-renowned architect David Adjaye to create a 66-story building that pushes against the conventions of tall glass towers with a hand-cast concrete façade that will surely redefine the New York City skyline. At 40 East End, we worked with Deborah Berke, Dean of the Yale School of Architecture, to create a boutique condominium that represents a modern interpretation of local historic architecture.

LUX: Do you have a favourite residential area in New York?
Mitchell Hochberg: There’s an enclave on the Upper East Side of New York abutting Carl Schurz Park and Gracie Mansion (the Mayor’s residence) called East End Avenue. It’s a beautiful, bucolic neighbourhood that is fully immersed in the natural surroundings of the East River and the park, with nothing commercial in sight. In this setting, you have the advantage of both being in Manhattan and simultaneously not really feeling like you’re there – a result of the harmonious combination of the waterfront, the park, and the low density residential buildings. It’s the neighbourhood where we’re currently developing 40 East End Avenue, a boutique condominium, and it’s actually the one that I live in.

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LUX: You’re currently working with Marriott International to develop their new lifestyle hotel brand Moxy. How did that come about?
Mitchell Hochberg: After spending many years investing in and studying the hospitality market, we saw an opportunity to develop a new type of lifestyle hotel that could offer efficient rooms at an affordable rate without sacrificing design. In the U.S., everything is bigger – the cars, the TVs – and indeed the hotel rooms. So at the time, nobody was doing this. The Moxy brand incubated in Europe, where travellers have long been accustomed to smaller room sizes, and we felt it had the potential to align perfectly with our vision. So as our ideas evolved, we decided to approach Marriott about forming a partnership to bring the Moxy brand to the United States. We have a longstanding relationship with Marriott, and as the most highly regarded international hotel brand with over 110 million loyalty members, we knew that they would prove to be a huge asset to our developments. Together, we reimagined Moxy for the New York market.

130 William Street’s view over the East River, NYC

LUX: How does your approach to developing for hospitality differ from other projects?
Mitchell Hochberg: The short answer is it doesn’t. What we’ve learned from our hospitality projects is that our guests don’t want to stay in their rooms – they crave social connections and memorable experiences. So our design has to accommodate that, with lobbies, bars, and restaurants that appeal equally to locals and integrate into the fabric of the community. Our residential projects – from rentals to luxury condominiums – all take this philosophy into account. We dedicate immense amounts of space in each of our projects to amenities – from the 20,000 square foot courtyard complete with a year-round greenhouse at ARC, a rental property in Long Island City, to the IMAX Private Theatre at 130 William (one of the first in New York City), we design spaces that our residents want to spend time in. Similarly to our Moxy hotels, we also consistently activate our residential properties with innovative programming, from wine tastings to yoga classes, allowing our residents to interact and get to know each other. That’s where the magic really happens.

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LUX: What’s been the most challenging project for Lightstone so far and why?
Mitchell Hochberg: It would have to be Moxy Times Square. From a pure design standpoint, the project had just about every challenge you could think of. The building was an adaptive reuse of a 110-year old office – not exactly an easy canvas for the flexible, vibrant, and memorable spaces you see today. Working within the confines of an existing building is always challenging, but in this particular instance the building was also landmarked, meaning we had to preserve the façade and all of the windows as well. The sheer scale of the project also brought its own complexities – the hotel is 612 keys in total with over 22,000 square feet of lobbies, bars, restaurants, and meeting spaces, including the largest indoor/outdoor rooftop bar in New York City.

Despite all this, I think the biggest challenge was bringing something entirely new to the New York City hotel market. We had to prove ourselves to guests who had never seen anything like this before, and convince them to buy into our “deal”: in exchange for an affordable rate, we could provide a room that’s efficient but stylish, along with public spaces that are engaging and well designed.

Moxy’s luxurious lounge bar at Times Square, NYC

LUX: What are your future predictions for the real estate market in NYC?
Mitchell Hochberg: The real estate market in New York over the long term is always going to be strong. There will obviously be hills and valleys based upon macro issues, but you have to keep in mind that New York City is an island and there’s only so much space. People will always want to live here, work here, and visit here, and as a result it will always be a strong market.

LUX: Will Lightstone ever expand overseas?
Mitchell Hochberg: We’re currently discussing investments and development overseas. I think our first projects will probably be somewhere in the UK where we’re a little more familiar with the language and business customs, but we are always open to new opportunities.

The botanically inspired Fleur Room at Moxy Chelsea, NYC

LUX: How do you switch off from work-mode?
Mitchell Hochberg: One of my biggest passions is travel – I try to travel as often as possible. I’m naturally very curious, and find that my creativity is often sparked by wandering around and getting lost in cities and fully immersing myself in all aspects of the culture, which is both fascinating and inspiring. While I do switch off when I travel, appreciating architecture and design, as well as learning how different people live, serves as the inspiration for a lot of the development we do. In Italy, for example, which is one of my favourite places to travel, I’m constantly awed by the art, architecture, fashion, and yes, even the food. But above all, I’m struck by the genuine warmth of its people. You’ll see a lot of that reflected in the restaurants and bars and Moxy Chelsea. For example, Feroce, our Italian restaurant, took inspiration from some of my favourite spots around Italy: the Caffé and Pasticceria from the bar culture in Italy, where people visit the same spot for an espresso and cornetto in the morning and an Aperol Spritz in the evening; the outdoor dining garden from my favourite restaurant in Rome, Antica Pesa; and many of the design details from my favourite restaurant in Milan, Da Giacomo.

When I want to completely chill out though, there’s nothing better than being on a beautiful beach. One of my favourites is Belmond Maroma in Riviera Maya, Mexico. It is casual and relaxed but with incredible service reflected by the culture of the local team who treat you as if you are in their own home. It is the epitome of barefoot chic!

Find out more: lightstonegroup.com and moxy-hotels.marriott.com