Gentlewoman’s den: Pop-up hotel targets high-end female clientele

London – Cider brand Jacques has taken up residence this week at 33 Fitzroy Square in London’s Fitzrovia. The result is Jacques Townhouse, a pop-up bar, hotel and entertainment space. The ‘retro fantasy garden’-themed space was created by David Carter, founder of the 40 Winks boutique guesthouse, and set designer Cordelia Weston.

To attend one of the evening’s ‘frivolous tea-parties’, fans need to sign up through the Jacques Facebook page. The townhouse also features a bar serving fruity cocktails based on Jacques cider, a vintage wardrobe dressing-up room, a cupcake stall and, for competition winners, two private boudoir rooms.

Jacques Townhouse is open until 6 August.

For more on the importance of experience to engage with consumers, read our report Beyond Product and our Innovate report on Hendrick’s Gin.