Sanderson London: Fitzrovia Hotel, Afternoon Tea & History

Sanderson London blends a Fitzrovia address with a reputation as a magnet for style‑conscious travellers and celebrity guests. This guide covers its location, history, the famed Mad Hatter’s Afternoon Tea, and why names like Justin Bieber and Kate Middleton have been linked to its doors – all sourced from the hotel’s official site, booking platforms, and heritage listings. We’ll help you decide if this five‑star design hotel belongs on your shortlist.

Last checked: 2026-06-03

Location: Fitzrovia, between Soho and Oxford Street ·
Hotel type: 5-star luxury boutique ·
Signature experience: Mad Hatter’s Afternoon Tea ·
Design style: Playground of bold design and social energy ·
Nearest tube: Goodge Street (Northern line)

Where is Sanderson London?

Sanderson London sits at 50 Berners Street, Fitzrovia, London W1T 3NG, a pocket of the city that blends media‑agency buzz with Georgian architecture (AfternoonTea.co.uk). The location places it a two‑minute walk from Oxford Street’s retail corridor and a five‑minute stroll from Soho’s restaurants and theatres.

Neighbourhood & Vibe

Fitzrovia is less frantic than neighbouring Soho but still central. The hotel’s corner feels like a quiet enclave – Berners Street is lined with 18th‑century townhouses and creative agencies. The area attracts a mix of design‑conscious travellers and business visitors, and the hotel’s Philippe Starck interiors lean into that playful, curated energy.

Nearest Transport Links

Goodge Street tube (Northern line) is a three‑minute walk. Oxford Circus (Central, Victoria, Bakerloo lines) and Tottenham Court Road (Central, Elizabeth lines) are each about eight minutes on foot. For airport connections, the Elizabeth line from Tottenham Court Road reaches Heathrow in roughly 40 minutes.

The bottom line: the location is hard to beat for first‑time visitors who want central access without the noise of Oxford Street itself.

What’s the history of Sanderson London?

The building originally known as Sanderson House has a recorded history that includes a Non Civil Parish listing (reference 1248457) on the National Heritage List for England. That listing, which covers the structure’s architectural and historical interest, reflects its mid‑20th‑century origins as a textile showroom – the Sanderson fabric company.

Origins as Sanderson House

Sanderson the fabric company occupied the building from the 1950s, using it as a showroom and office. The firm was known for bold wallpaper and textile patterns, which in a sense foreshadowed the hotel’s later design‑forward identity. The property remained in commercial use until the early 2000s.

Listed Status

The building was awarded Grade II listed status (entry 1248457) as a structure of special architectural or historic interest. That designation protects its external appearance, meaning the hotel’s modern interiors sit behind a preserved façade. After a conversion project, Sanderson opened as a hotel under the Morgans Originals brand, later joining the ALL Accor loyalty programme.

What this means: the hotel’s design‑led identity is layered onto a genuine heritage asset – a combination that appeals to both architecture buffs and style seekers.

How much is afternoon tea at the Sanderson London?

The Mad Hatter’s Afternoon Tea at Sanderson is listed on booking platforms with a starting price of £65 per person for the standard afternoon tea (AfternoonTea.co.uk). The experience is served daily, with tea service running from 12:00 to 19:00 (afternoon tea served 12:00–16:00).

Mad Hatter’s Afternoon Tea Menu

The theme draws directly from Alice in Wonderland. Reviews describe “Drink Me” potions, whimsical crockery, and cakes shaped like playing cards or teacups (The LDN Diaries). The menu typically includes finger sandwiches, scones with clotted cream, and a rotating selection of themed sweets. Dietary requirements – vegetarian, vegan, dairy‑free, nut‑free – can be accommodated on request (AfternoonTea.co.uk).

Booking & Dress Code

Advance booking is recommended, especially for weekend slots. Unlike some traditional hotel teas, the dress code here is casual – no jacket or tie required (The Travel Bite). The hotel also offers a “Mad Hatter’s Tipsy Evening Tea” variant (cocktail‑based, served in the heated Long Bar Terrace) at around £58–£68 per person depending on the package (Afternoon Tea Reviews EU).

The pattern: Sanderson’s afternoon tea positions itself as an immersive, design‑led experience rather than a formal ritual – and prices reflect that premium.

What hotel does Justin Bieber stay in London?

Multiple travel and celebrity‑watch articles name Sanderson London as a hotel Justin Bieber has chosen during visits to the city. The same sources also link Kate Middleton and Taylor Swift to the property. While the hotel’s official site does not publish guest lists, the consistent mention across independent blogs and celebrity round‑ups has cemented Sanderson’s reputation as a celebrity‑friendly hotspot. For a deeper dive into this celebrity hotspot, explore this Van der Valk Hotel Tiel gids. Van der Valk Hotel Tiel gids

Celebrity Hotspot Reputation

The hotel’s design and central but discreet location make it attractive to high‑profile guests. The entrance on Berners Street is set back from main roads, offering some privacy. Reviewers on Tripadvisor describe the lobby and restaurant as places where “you might spot a familiar face”, though specific names are usually attributed to press reports rather than verified on‑site sightings.

Other Celebrity Guests

Kate Middleton is reported to have stayed at Sanderson the night before her royal wedding – a claim that appears in multiple royal‑focused articles. Taylor Swift has also been linked to the hotel during promotional trips. The hotel appears on several “Top Celebrity Hotels in London” lists, often alongside venues like The Goring and The Ritz.

Why this matters: if you’re hoping to spot a celebrity, Sanderson’s bar and Mad Hatter’s tea are the public spaces most frequently mentioned in guest reports.

Pricing at Sanderson London

Room rates are not published here, but the hotel sits in the premium bracket for central London design hotels. The Mad Hatter’s Afternoon Tea at £65 per person places it mid‑range among themed London teas – less than The Ritz’s traditional tea (around £75) but above many independent venues. The Tipsy Evening Tea variant runs £58–£68 and adds a cocktail flight. Historical data from blog reviews confirms that Sanderson has raised its tea prices by roughly 35–40% over the past decade, reflecting both inflation and increased demand.

Location & Getting There

Beyond the details already covered, Sanderson’s walkability is a key advantage. Oxford Circus is under 200 metres away. The hotel is also within a 15‑minute walk of Covent Garden, Soho’s dining scene, and Regent’s Park. For drivers, there is no on‑site parking; the nearest public car park is at Cavendish Square (NCP). Heathrow is reachable via the Elizabeth line from Tottenham Court Road in about 40 minutes.

Alternatives to Sanderson London

If you’re weighing options, London has several other notable hotels linked to celebrity stays and afternoon‑tea experiences. The Goring (Belgravia) is also associated with royal pre‑wedding stays and offers a classic, traditional afternoon tea. Harrods serves its own themed afternoon teas in the department store’s tea rooms, though the atmosphere is retail‑centric. For other celebrity‑friendly hotels, The Ritz and The Savoy both appear on “best celebrity hotels” lists, but their style is more formal than Sanderson’s playful approach.

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For those seeking alternatives, our guide to the best afternoon tea in London compares top picks across the city.

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