The refurbishment of Malmaison Newcastle has seen CEO Robert Cook reinvigorate the hotel where he was previously General Manager.
The engine at the centre of Newcastle's recent cultural renaissance is the Quayside, where Newcastle and Gateshead meet across a mile of now-prime real estate along the banks of the River Tyne.
At the heart of this vibrant location, at the foot of the Gateshead Millennium Bridge, is Malmaison, which opened in 1997 in the scooped-out shell of a Grade II listed 19th Century warehouse.
The hotel was the first Mal outside Scotland and was where now-CEO Robert Cook spent time as a GM before going on to become Mal operations director, in a role he has described as "probably the best job I ever had."
Consequently, when Cook returned to MWB in 2004 and found himself charged with reshaping the wavering brand, Newcastle was first in line to feel the changes.
The team started with the bar and brasserie. Under the direction of Mal's resident interior designer Stephanie Briggs, these first floor facilities switched places, the bar moving from the back of the building to the front, the brasserie taking up residence behind. Both opened in September 2004.
From its new vantage point the bar enjoys views across the Millennium Bridge and the Quayside, and becomes an attractive addition to the circuit of high end bars and restaurants that surround the hotel. Created by London-based designers Jestico + Whiles, the scheme features bespoke aubergine leather sofas with brass studding, chrome and plum coloured high perch bar stools, a new feature fireplace and, of course, a large, centrally located custom built bar which, just prior to Sleeper's visit, had played host to Malmaison's inaugural staff cocktail competition - one of a raft of initiatives choreographed by Food & Beverage Director Paul Boyce designed to drive the vibrancy and energy of the operation. The bar also received a new sound system and saw several LCD screens installed.
The 85 cover brasserie - which Cook wanted to re-establish as "the heart and soul" of the hotel - received a new French oak floor, solid wood-topped tables and heavy slate place settings, new brick slips and alluring rich-leather banquette seating - as well as a new menu devised by head chef Gareth Marks, who was part of Newcastle's opening team in 1997. The new look is intimate and luxurious: the exposed brick-wall faŤade delicately framed by candle-light and low-slung table lanterns giving the room an attractive and inviting glow. As with the other Mals, the menu is accessible and honest modern French cuisine, and the wine list is packed with great quality grapes ranging from the affordable to the extravagant. Both food and wine are perfect for the brand and are clearly going down a storm with Geordies and tourists alike.
Also new at the hotel is Cafe Mal, a French cafe concept pilot situated in the reconfigured ground floor area, facing directly onto the Quayside for ready non-resident access. Currently the only one within the group, Cafe Mal features a menu of drinks, sandwiches and snacks that changes every 4-6 weeks and, since its launch in 2004, has proved popular with local businesses - which include large law firms and the Law Courts. Another is planned for Reading and, says Stephanie Briggs, "We will introduce the offer into other hotels that have the custom and space."
The bedrooms too have received an overhaul, beginning with the suites on the seventh floor that were completely refurbished with new colour schemes, furniture, bathrooms and soft furnishings and renamed after ships built in the Newcastle area. The main suite, Arch Royal, received extra special treatment with double baths in the centre of the room, a four-poster bed and a completely unique colour scheme. Corner suites are also treated to design quirks - one has a freestanding bath in the living area, another double rainfall showers, one a fussball table. Suites are comfortable, contemporary, and feature high quality fixtures and fittings.
On the other floors, refurbished on a rolling basis and due to be completed in September, bedrooms were made over with new red and grey colour schemes reflected in new furniture, carpet, colours, soft furnishings and linen. The traditional Mal stripes have made a comeback on headboards. Flatscreen LCD TVs and DVD players are standard. 122 new bedrooms will come on line when work is complete.
Finally, the venue's spa has received a complete refurbishment - giving the hotel the largest spa facility in the city centre and yet another USP. Prior to its refit, the spa had been increasingly popular with non-residents as well as hotel guests.
"We looked at the figures and at how much business we had to turn away and decided there was an opportunity there," says Operations Manager Gemma Palmer, explaining the move.
To accommodate this growing demand, the gym with which the spa shared the basement was relocated into dead space on the fourth floor, creating space for a relaxation room with four massage chairs, one single treatment room, two double treatment rooms - where guests can enjoy facials-with-a-friend - two nail bars, and tanning booths. Seven therapists can now work simultaneously, increasing volume considerably. "The feedback has been tremendous after only two weeks," confirms Palmer. "We've been fully booked at weekends."
Visiting Malmaison Newcastle, it's possible to see Cook's influence in every element of the business and, despite the arrival of strong competition, occupancy rates are an impressive 87%. At the heart of the most visually stunning part of the city, with fresh interior design and revamped facilities, Mal looks set to remain a very popular place to visit and to stay.
