This summer, Brown’s Hotel unveils The Brown’s Season, a curated programme of stays and experiences developed in partnership with Champagne Laurent-Perrier.
Brown’s Hotel brings together the very best of London’s iconic summer events curating everything from VIP tickets and transport to fine dining and exclusive experiences. The programme covers some of the city’s most in-demand 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 programme begins with the Estival Season (May to August), derived from the Latin aestivalis, meaning ‘of or belonging to summer’. The season is structured around four themes – The Lawn, The Garden, The Stage and The Gallery – reflecting the key moments of the British social calendar, from sporting fixtures and horticultural showcases to cultural performances and the international art world. From centre court and racecourse to gallery previews and opera houses, Brown’s acts as both gateway and guide, with each experience designed to be fully-bookable and tailored through the hotel’s concierge team.
A Season of Exclusive Experiences
Throughout the season, Brown’s offers a series of tailored experiences linked to specific events, with each one fully organised by the hotel, including:
Boodles Botanical Afternoon Tea: From 19th to 23rd May, The Drawing Room at Brown’s is transformed for the Boodles Botanical Afternoon Tea, its tiered stands laden with pistachio and rose tartlets, macarons with exotic fruits and strawberry choux, inspired by the Chelsea Flower Show.
For Royal Ascot: Mornings begin with a sumptuous yet leisurely breakfast, served either in-suite or in The Drawing Room. The menu includes caviar from King’s Fine Foods, alongside Brown’s favourites such as beef fat brioche brunch slice or Cooke’s Kedgeree with a poached egg. Laurent-Perrier Champagne is served tableside, setting 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’ much anticipated return to Wembley Stadium, 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, a Michelin-starred lunch and reserved centre court seating within the private members club.
For culture: Guests may enjoy VIP access to Photo London with curated tours, talks, preview day and more. In Mayfair, special art walks led by Maeve Doyle, VIP private views at the Colnaghi Gallery, history and literary walks led by Brown’s historian Andy Williamson.
Across all experiences, Brown’s concierge and guest relations teams oversee the full itinerary, from sourcing sought-after tickets and extraordinary hospitality to arranging luxury transport, restaurant reservations and personalised touches, to ensure its guests can relax and enjoy the events.
For those looking to extend their stay, Brown’s also offers a ‘Town and Country’ package. This combines a curated stay in the heart of Mayfair with a stay at The Star in 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 complimentary fourth night as part of Brown’s in Love with Mayfair and prolong the pleasures of The Season with one more day at the races, cricket or tennis championships. Available 13 July–1 September.
At the Centre 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 call in the United Kingdom here; Charles de Gaulle drafted the Free French appeal within its walls and, when Winston Churchill was asked which London hotel he favoured, he is said to have replied: ‘I don’t stay in a hotel. I stay in Brown’s. With The Brown’s Season, the hotel is formalising this role by offering a structured, concierge-led way for guests to experience the city’s most popular and exclusive summer events.
The Brown’s Season with Laurent-Perrier is a collaboration between two houses that have remained, through every change of generation, family concerns. Brown’s has occupied this corner of Mayfair since 1832 – from the day James Brown opened its doors to the Forte family who are its custodians today. Laurent-Perrier has made Champagne in Tours-sur-Marne since 1812, and to this day is now in its fourth generation of custodianship of the de Nonancourt family.
