The Pilgrm — London, UK

Originally, Norfolk Square was a reservoir. Then All Saints was built and an imposing enclosure of terraced Victorian townhouses followed. In the 1960s, All Saints was replaced by a modernist block of sheltered housing but anyway, by then the neighbourhood was becoming populated by uninspiring low-star hotels.
Though moderately priced itself, The Pilgrm aims to reverse that progression. The quirkily-named hotel by myhotel collaborators, Jason Catifeoglou and Andreas and Steph Thrasyvoulou, takes over the four townhouses previously occupied by the Norfolk Hotel, which they have completely refurbished in collaboration with Sheffield-based design house 93ft.
Promising to be different, check-in is effected online and remaining arrival procedures take place in the ground-floor café. In the crisp, Spartan-chic rooms, period features have been given loving prominence and essential 21st-century luxuries injected, while downstairs, in-house eatery, Lounge, brings the best of Borough Market to Paddington. As progress goes, The Pilgrm will be worth watching.
ADDRESS
Norfolk Square
Wallpaper* Newsletter
Receive our daily digest of inspiration, escapism and design stories from around the world direct to your inbox.
Middle East Editor
-
Corner Corner may be London's most unique entertainment destination yet
The newly-opened venue combines food, jazz and—yes—urban farming beneath one sprawling roof
By Sofia de la Cruz Published
-
The Wallpaper* Design Issue comes with our Salone del Mobile must-sees
The May 2025 issue of Wallpaper* is on sale now, taking in Milan Design Week, the Venice Biennale, and a very stylish tea party
By Bill Prince Published
-
Aboard Gio Ponti's colourful Arlecchino train in Milan, a conversation about design with Formafantasma
The design duo boards Gio Ponti’s train bound for the latest Prada Frames symposium at Milan Design Week
By Laura May Todd Published
-
Corner Corner may be London's most unique entertainment destination yet
The newly-opened venue combines food, jazz and—yes—urban farming beneath one sprawling roof
By Sofia de la Cruz Published
-
For a taste of Greece, head to this playful new restaurant in London’s Chelsea
Pachamama Group’s latest venture, Bottarga, dishes up taverna flavours in an edgy bistro-style setting
By Sofia de la Cruz Published
-
A buzzy Korean pop-up becomes a permanent fixture in East London
Chef Joo Won has turned his Calong pop-up permanent in the arty enclave of Stoke Newington
By Ben McCormack Published
-
New London restaurant Alba is a sun-soaked affair
Its name meaning ‘sunrise’ in Italian, Alba is a new Amalfi-inspired restaurant set to shine in Knightsbridge
By Sofia de la Cruz Published
-
Now boarding Air Anya: Anya Hindmarch’s ode to aviation’s golden age
Anya Hindmarch’s new London concept store and travel accessories collection celebrate the glamour of 1970s air travel
By Sofia de la Cruz Published
-
‘A place for carnivores’ – Ibai is a London restaurant that celebrates Basque Country beef
A Clerkenwell restaurant where unhurried steak is the star of the show
By Lisa Wright Published
-
La Môme London finds its home at The Berkeley hotel
All the razzle-dazzle of Cannes and Monte Carlo is wrapped up in this one fabulous dining room and terrace in London
By Ben McCormack Published
-
The new dawn of the London sandwich shop
The appeal of a quick meal between two slices of bread has long held sway in the UK. We look back on the rise of the sandwich shop and explore the new wave of London venues that are making it a more stylised experience
By Toyo Odetunde Published