BROWN’S HOTEL UNVEILS ‘THE BROWN’S SEASON’ IN COLLABORATION WITH LAURENT-PERRIER | News
This summer, Brown’s Hotel unveils The Brown’s Season, a curated program of stays and experiences developed in collaboration with Champagne Laurent-Perrier.
Brown’s Hotel brings together the very best of London’s iconic summer events, offering everything from VIP tickets and transport to fine dining and exclusive experiences. The program includes some of the city’s most sought-after experiences, including the Chelsea Flower Show, Royal Ascot, Wimbledon, and cultural experiences including Photo London and a headline concert at Wembley, with the hotel’s concierge team handling all arrangements.
The program begins with the summer season (May to August), derived from the Latin aestivalis, meaning ‘of or pertaining to summer’. The season is structured around four themes – The Lawn, The Garden, The Stage and The Gallery – reflecting key moments in the British social calendar, from sporting fixtures and horticultural shows to cultural performances and the international arts world. From center court and racecourse to gallery previews and opera houses, Brown’s acts as a gateway and guide, with each experience designed to be fully bookable and tailor-made through the hotel’s concierge team.
A season full of exclusive experiences
Throughout the season, Brown’s offers a range of bespoke experiences linked to specific events, all fully organized by the hotel, including:
Boodles Botanical Afternoon Tea: From May 19 to 23, the salon at Brown’s will be transformed for the Boodles Botanical Afternoon Tea, the tiered stands laden with pistachio and rose tarts, exotic fruit macarons and strawberry choux inspired by the Chelsea Flower Show.
For Royal Ascot: Mornings start with a sumptuous yet relaxing breakfast, served in the suite or in The Drawing Room. The menu features caviar from King’s Fine Foods, alongside Brown’s favorites like a brioche brunch slice with beef fat or Cooke’s Kedgeree with a poached egg. Laurent-Perrier Champagne is served at the table and sets the tone before guests are transported to Ascot with pre-arranged tickets and travel arrangements expertly handled by the concierge.
Concerts at Wembley: Guests attending major performances, including Harry Styles’ highly anticipated return to Wembley Stadium, will benefit from a complete package that includes private car transfers to and from the venue, premium tickets and hospitality where available, and a seamless return to the hotel. After the event, the experience continues with the Watermelon Pop cocktail, an informal afterparty in the Donovan Bar and a special in-suite amenity.
Tennis events: For memorable experiences including the Giorgio Armani Tennis Classic at the Hurlingham Club, Brown’s VIP access includes a champagne reception, Michelin-starred lunch and reserved center court seating within the private members club.
For culture: Guests can enjoy VIP access to Photo London with curated tours, talks, preview days and more. In Mayfair there are special art walks led by Maeve Doyle, VIP private visits at the Colnaghi Gallery, history and literary walks led by Browns historian Andy Williamson.
Across all experiences, Brown’s concierge and guest relations teams oversee the entire itinerary, from sourcing coveted tickets and exceptional hospitality to arranging luxury transportation, restaurant reservations and personal touches, to ensure guests can relax and enjoy the events.
For those looking to extend their stay, Brown’s also offers a ‘City and Country’ package. This combines a curated stay in the heart of Mayfair with a stay at The Star at Alfriston, Olga Polizzi’s Sussex hotel, where guests can attend performances at Glyndebourne (a special VIP package), visit local vineyards and explore the South Downs, with all travel and planning arranged as part of a single, joined-up itinerary.
Enjoy a free fourth night as part of Brown’s in Love with Mayfair and extend the pleasures of The Season for another day at the races, cricket or tennis championships. Available from July 13 to September 1.
At the center of the season since 1832
Founded in 1832, Brown’s Hotel positions itself as a long-standing part of London life. Alexander Graham Bell made the first telephone conversation in Britain here; Charles de Gaulle drafted the Free French appeal within his walls and when Winston Churchill was asked which hotel in London he preferred, he is said to have replied: ‘I don’t stay in a hotel. I’m staying at Browns. With The Brown’s Season, the hotel formalizes this role by offering guests a structured, concierge-led way to experience the city’s hottest and most exclusive summer events.
The Brown’s Season with Laurent-Perrier is a collaboration between two houses that, despite each generational change, have remained family affairs. Brown’s has occupied this corner of Mayfair since 1832 – from the day James Brown opened its doors to the Forte family, who are the custodians today. Laurent-Perrier has been making champagne in Tours-sur-Marne since 1812 and is still in the fourth generation of the de Nonancourt family today.
