Sneak peek – The Signet Collection opens The Alfriston

The Alfriston is the fourth hotel in The Signet Collection portfolio, and promises its unique blend of luxury, comfort, and breath-taking scenery, aligning with the group’s ethos of breathing new life into time-honoured places. The property shelters 38 exquisitely designed bedrooms and suites, each individually styled with warm, playful colours, super-comfy mattresses, upcycled antiques, and beautiful bathrooms.

Image credit: The Alfriston

Guests can enjoy culinary delights at the 70-seat 1554 Brasserie, named after the building’s date, which offers stunning views across the front lawn and champions local, independent suppliers. For a more casual atmosphere, the hotel’s bar will accommodate 50 indoor guests and 60 outdoor, perfect for enjoying the serene surroundings. The sun-drenched Orangery will serve breakfast and afternoon tea with views over the rear gardens.

The hotel will feature the brand’s signature Signet Spa, complete with a steam room, hot zone, sauna, three treatment rooms, and a heated outdoor swimming pool, partnering with GAIA for a rejuvenating experience. A function room for up to 120 guests makes it an ideal venue for weddings and events.

Hector Ross, Managing Partner of The Signet Collection, shared his enthusiasm: “This property truly captures our passion for creating laid-back, luxurious escapes that celebrate the local area. We can’t wait to throw open the doors and welcome guests to experience the magic of this stunning corner of East Sussex.”

Samantha Ross has led the project, working with interior designer Georgie Wykeham to create a joyful celebration of colour, pattern, and unique design. Drawing inspiration from the Bloomsbury Group movement, every corner of the hotel tells a story, from hand-painted ceilings to one-of-a-kind antique pieces and upcycled furniture.

“When we were first asked to work on this wonderful design project we were struck by the amazing location and rich history of the area,” commented Wykeham. “The hotel being nestled on the South Downs and close to the sea, with a history of walkers coming through the village, along with the rich artistic history of the area being the home to the Bloomsbury Group has hugely shaped the concept and design development for the hotel.”

Situated in the picturesque village of Alfriston, the hotel is surrounded by the South Downs National Park, charming pubs, and is just moments away from hidden gems along The Sussex Heritage Coast. Canoe before breakfast, tour neighbouring Rathfinny vineyard, walk the coastline, and return to get pampered in the spa, pre delicious locally sourced supper.

Main image credit: The Alfriston