Rough-Luxe is a concept hotel that attempts to redefine what is meant by “luxury”. Rather than being a passive consumer of finery, the guests at rough-luxe are encouraged to engage with their surroundings and view luxury as time spent in a special space with some excellent wine and stimulating art work. The rough-luxe experience encourages you to engage with quality time, objects and architecture in a more mature way than simply approaching quality hotels as a pure aesthete. Located in London’s West End you can enjoy world class theatre, food and city life on your doorstep, the owners who live in the hotel are ready to act as your personal guides and will even try and get you reservations at the best restaurants. The service is also part of the concept – there is no fawning concierge or over-zealous tipping policy here. The interior is a mixture of found objects and new art to create a classic but original experience. The hotel even has its own beehive in the roof!